Paper Title
"THE ROLE OF ARTIFICIAL INTELLIGENCE IN PREDICTIVE MARKETING: OPPORTUNITIES AND CHALLENGES"

Abstract
This comprehensive study explores the pivotal role of Artificial Intelligence (AI) in shaping the landscape of predictive marketing. As businesses increasingly leverage data-driven strategies to anticipate consumer behavior and optimize marketing efforts, AI emerges as a transformative force. This paper examines the various applications of AI in predictive marketing, discussing both the immense opportunities it presents and the significant challenges it poses. Through an extensive literature review and analysis of case studies, we investigate how AI-powered predictive models enhance customer segmentation, personalization, and campaign optimization. Keywords: Artificial Intelligence; Predictive Marketing; Machine Learning; Consumer Behavior; Data Analytics; Personalization; Ethical AI; Marketing Automation