Article’s

In the modern business environment, digital marketing has become a powerful tool for influencing customer perception and buying behaviour. The integration of Artificial Intelligence (AI) and personalization has significantly transformed how businesses interact with customers. This study focuses on understanding customer perception towards digital marketing strategies. The research highlights how personalized marketing and AI-driven tools enhance customer engagement, satisfaction, and decision-making. Based on primary data collected from 150 respondents, the study reveals that customers prefer relevant, customized content and value digital platforms for convenience and interaction. However, challenges such as irrelevant targeting and misinformation still affect perception. The study concludes that effective use of AI_and_personalization_can_improve_customer_trust_and_brand_loyalty.