Role of AI-Based Personalization in Enhancing Customer Engagement in Digital Marketing at Hexite Technologies Private Limited, Chennai

Abstract

In today's highly competitive digital environment, organizations are increasingly adopting Artificial Intelligence (AI) technologies to deliver personalized customer experiences and strengthen customer engagement. AI-based personalization tools such as recommendation engines, predictive analytics, AI chatbots, email personalization, and generative AI content have transformed digital marketing by enabling businesses to understand customer preferences, predict behavior, and provide tailored interactions in real time. This study examines the effectiveness of AI-driven personalization strategies in influencing customer engagement, purchase intention, satisfaction, and retention with special reference to Hexite Technologies Pvt. Ltd., Chennai. The study adopts a descriptive and analytical research design with primary data collected through a structured questionnaire from 97 respondents using convenience sampling. Statistical tools including Garrett Ranking Method, Kruskal–Wallis Test, and Pearson Correlation Analysis were employed. Findings reveal that recommendation engines and AI chatbots are the most preferred tools, positively influencing purchase intention and satisfaction. The Pearson Correlation analysis identifies a strong positive relationship (r = 0.862, p < 0.01) between AI-based personalization and customer retention, proving that effective personalization strategies significantly contribute to customer loyalty and long-term engagement.