| Abstract: |
Words like Always-On, Programmatic Marketing have emerged with the speed of Generative Artificial Intelligence (GenAI) which have completely changed the art and science of marketing from Targeting Through Demography to Targeting Through the Individuals for Laser Sharp Hyper-personalization. Here, we explore how hyper-personalization based on GenAI influences consumer engagement metrics, willingness to pay, brand loyalty and marketing ROI. Its main focus is to evaluate the effectiveness of GenAI tools in providing personalized marketing content and consumer trust dynamics surrounding data privacy concerns. Using a secondary data synthesis methodology that is descriptive-analytical in nature, quantitative data from sources such as McKinsey & Company, Deloitte, Salesforce, or SalesGroup AI, and peer-reviewed academic literature dated from 2021 and 2025 is combined. The hypothesis suggests GenAI-driven hyper-personalization delivers significantly better consumer engagement and marketing performance metrics, whilst simultaneously generating new consumer data privacy concerns. Results show that global marketers averaged a striking 88% AI marketing adoption in 2024, driving average organizational ROI to 300% and engagement rates up 40%. For instance, 68% of consumers simultaneously expressed concern about data privacy. Ethically grounded, transparent data governance is a must for sustainable GenAI personalisation. |
