• Dr. Budanur Suresh
• Dr. Mubarak

The rapid evolution of Artificial Intelligence (AI) has transformed digital marketing by enabling brands to offer personalized experiences through intelligent customer segmentation. This study aims to evaluate the impact of AI-driven segmentation on enhancing customer value, with specific reference to the cosmetics industry in Dharwad District. Using primary data collected from 399 respondents via structured questionnaires, the research investigates how AI-based personalization influences satisfaction, loyalty, and retention. Descriptive statistics reveal that a significant portion of the consumers, particularly young female graduates and working professionals, actively engage with cosmetic products and positively perceive AI-driven marketing interventions. Likert scale analysis indicates high agreement on the usefulness of AI in improving product recommendations, ad relevance, and time efficiency. Hypothesis testing (t-tests and ANOVA) further confirms significant variation in perception based on gender, age, income, and occupation, while education shows no significant influence. The study also finds that AI-enhanced marketing strategies foster greater customer satisfaction and brand loyalty, ultimately influencing repeat purchase behaviour. These findings highlight the need for cosmetics brands to adopt behaviourally adaptive AI tools that cater to distinct consumer profiles. This research contributes to both academic and practical understanding of the strategic role AI can play in shaping customer relationships in a highly competitive digital environment.

AI Segmentation, Customer Value, Digital Marketing, Cosmetics Industry.

"EVALUATING THE IMPACT OF AI DRIVEN SEGMENTATION ON CUSTOMER VALUE IN DIGITAL MARKETING-A STUDY WITH REFERENCE TO COSMETICS PRODUCTS", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.12, Issue 7, page no.131-137, July-2025, Available :http://www.jetir.org/papers/JETIRGZ06026.pdf

"EVALUATING THE IMPACT OF AI DRIVEN SEGMENTATION ON CUSTOMER VALUE IN DIGITAL MARKETING-A STUDY WITH REFERENCE TO COSMETICS PRODUCTS", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.12, Issue 7, page no. pp131-137, July-2025, Available at : http://www.jetir.org/papers/JETIRGZ06026.pdf