The Role of Big Data and AI in Shaping Consumer-Centric Digital Marketing Strategies: A Systematic Review

Abstract

The emergence of Big Data and Artificial Intelligence (AI) has revolutionised the landscape of
digital marketing, transforming traditional approaches into data-driven, consumer-centric
strategies. This systematic review examines the role of Big Data analytics and AI technologies in
shaping personalised marketing campaigns, enhancing customer engagement, and improving
decision-making. Drawing on recent empirical studies and theoretical models, the review
explores how predictive analytics, machine learning, natural language processing, and
recommender systems enable firms to analyse consumer behaviour, segment audiences, and
deliver targeted content in real time. The findings reveal that integrating Big Data and AI leads
to more efficient resource allocation, higher customer retention, and stronger brand loyalty.
However, challenges related to data privacy, algorithmic bias, and ethical transparency remain
significant barriers to adoption. The paper concludes by identifying research gaps and suggesting
directions for developing sustainable, ethical, and consumer-orientated digital marketing
ecosystems.