• Collins Boakye
• Bismarck Kofi Owusu Sarfo
• William Afful Gyimah
• Solomon Boakye
• Daniel Owusu-Mensah

Abstract Digital marketing is one of the most interesting subjects in the business sector. The paradigm focuses on AI-driven personalization, its impact on digital marketing, and how it recently enhanced consumer behaviors and engagement across multichannel platforms. The paradigm shift in recent times has linked these variables, investigating how they are of importance to the human workforce globally. The study aimed at Optimizing Digital Marketing Strategies through AI-Driven Personalization: Analysing Consumer Behaviour and Engagement Across Multichannel Platforms. With random sampling, participants filled out an online survey to partake in the study, using a standardized quantitative questionnaire to measure the variables involved and a regression technique to analyze the data. The model structure properly accounts for the direct and indirect effects tested in the study. It provides a clear regression framework for analyzing the relationships between digital marketing strategies, AI-driven personalization, and consumer behaviour and engagement. The results reveal that Digital Marketing Strategies positively impact consumer behavior and engagement across multichannel platforms. The study then investigated further to reveal the significance of AI-driven personalization adopted by businesses to improve consumer behavior and engagement, which proved positive. The study is essential to optimizing digital marketing strategies through AI-driven personalization: analyzing consumer behavior and engagement across multichannel platforms.

Digital Marketing, AI-Driven Personalization, Consumer Behaviour and Engagement, and Multichannel Platforms

"Optimizing Digital Marketing Strategies Through AI-Driven Personalization: Analysing Consumer Behaviour and Engagement Across Multichannel Platforms", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.12, Issue 3, page no.b486-b498, March-2025, Available :http://www.jetir.org/papers/JETIR2503156.pdf

"Optimizing Digital Marketing Strategies Through AI-Driven Personalization: Analysing Consumer Behaviour and Engagement Across Multichannel Platforms", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.12, Issue 3, page no. ppb486-b498, March-2025, Available at : http://www.jetir.org/papers/JETIR2503156.pdf