As digital marketing develops, using personalized strategies is now key to capturing users’ focus and getting them involved. Because of AI and ML, marketers now find it easier to track and analyze the behavior of consumers, craft suitable messages and perfect their campaigns. This study analyzes the role of AI and ML in making personalization, looking at the strategies, difficulties and outcomes of its use for consumer engagement. The study uses existing reports and compares them to newly obtained data from online retail sites that use personalization technology based on AI. According to findings, both AI and ML help businesses improve how customers feel engaged by targeting them effectively, delivering relevant materials and giving them personalized experiences. The final part of the paper explores what might happen in AI-driven personalized marketing and ethical aspects to keep in mind...