Analysis of Hyperpersonalization in Digital Marketing Through Artificial Intelligence

Ibai Urbea Gonzàlez (), Armando Salvador () and Paulo Sartorato ()
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Ibai Urbea Gonzàlez: EAE Business School
Armando Salvador: EAE Business School
Paulo Sartorato: EAE Business School

A chapter in Business Entrepreneurship and Innovation, 2025, pp 157-173 from Springer

Abstract: Abstract This research paper aims to analyze how hyperpersonalization in digital marketing, powered by artificial intelligence, is transforming brands’ communication strategies and relationships with consumers. To do so, a qualitative methodology based on interviews with industry experts is employed. It addresses issues such as how to ensure ethical management of AI in digital marketing personalization, and analyzes the impact on consumer perception and trust. The main results reveal that AI-driven hyperpersonalization improves the effectiveness of marketing strategies, enabling more precise segmentation and a more engaging user experience. However, challenges related to data privacy, ethics, and the need to build user trust are also highlighted. The study provides insight into how to balance technological innovation with responsibility. It offers a reflection on the role of creativity in hyperpersonalized campaigns and the importance of consumer trust in an AI-driven digital environment.

Keywords: Hyperpersonalization; Automation; Segmentation; Data; Privacy; Algorithms (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:seschp:978-3-032-05730-3_10

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DOI: 10.1007/978-3-032-05730-3_10

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