Book Title: Intelligent Systems
Editors: Dr. S.C. Vettivel, Dr. Leema Nelson and Dr. D. Poornima
ISBN: 978-81-979197-4-9
Chapter: 17
DOI: https://doi.org/10.59646/isc17/259
Author: Dr. Archana Sarkar, Assistant Professor, Department of Management Studies, Indukaka Ipcowala Institute of Management, CHARUSAT Campus, Changa, Anand, Gujarat- 388421, India.
Abstract
The application of machine learning in marketing has transformed the landscape of personalized customer experiences and recommendation systems. By leveraging vast amounts of data, machine learning algorithms can predict consumer behavior, tailor marketing strategies to individual preferences, and recommend products or services with a high degree of accuracy. This chapter delves into the role of machine learning in enhancing personalization and recommendation systems in marketing, exploring the underlying technologies, key algorithms, and practical applications. We also examine the challenges and ethical considerations associated with machine learning in this context and provide insights into future trends that are likely to shape the industry.