The Impact of AI and Big Data on Personalized Marketing and Financial Decision-Making

Abstract

Big data and artificial intelligence (AI) have transformed financial decision-making and tailored marketing across a variety of businesses. To ascertain consumer preferences, predict behaviour, and develop highly focused marketing tactics that boost customer satisfaction and engagement, artificial intelligence algorithms need a lot of data analysis. Big Data simultaneously offers real-time insights, risk assessments, and predictive analytics to assist people and organisations in making wise financial decisions. When combined, these technologies help businesses maximise pricing strategies, provide specialised investment advice, and develop custom financial products—all of which enhance overall financial management. Customers also benefit from artificial intelligence-powered tools for fraud detection, budgeting, and more precise credit scoring. Concerns regarding privacy, security, and ethical usage are brought up by the growing reliance on personal data. This research highlights the benefits and drawbacks of the changing digital economy by examining how big data and artificial intelligence could impact future financial decision-making and customised marketing.