o:9792 The Impact of Artificial Intelligence on Creating a Personalized Consumer Experience en Abstract: Artificial intelligence is fundamentally reshaping marketing by enabling hyper-personalized consumer experiences at scale, yet the mechanisms through which AI-driven personalization translates into measurable business outcomes remain insufficiently examined in the literature. This study combines a theoretical literature review with a qualitative case study of Orange, a global telecommunications company, to investigate the relationship between AI-based personalization and key performance indicators including conversion rates, customer engagement, satisfaction, and revenue growth. Analysis of Orange's Engage 2025 strategy, launched in 2019, reveals substantial performance improvements: package upgrades increased by 20%, subscription conversions by 35%, digital engagement by 40%, and cross- and upsell sales by 6%, while customer data platform campaigns demonstrated 360% greater efficiency than traditional media agency campaigns with cost-per-acquisition reduced sixfold. Year-on-year revenue growth in the digital, data, and AI segment reached 7% in 2024. Review examined how personalized experiences improve conversion and engagement, highly personalized services enhance user satisfaction, and AI recommendation systems are susceptible to bias when input data quality is poor or incomplete. These findings indicate that AI personalization is a significant driver of consumer engagement and revenue, while ethical challenges surrounding data privacy, algorithmic bias, and transparency necessitate robust regulatory and corporate governance frameworks. Keywords: Artificial intelligence; personalization; consumer experience; marketing analytics; machine learning; customer engagement; predictive analytics. 2026-06-11T08:32:36.120Z 44 yes 46 Jelena Mikić Jovana Gardašević Fakultet za ekonomiju i inženjerski menadžment u Novom Sadu person 0000-0002-3239-2083 Ivana Brkić Fakultet za ekonomiju i inženjerski menadžment u Novom Sadu person 0000-0002-5319-7893 2026 application/pdf 477622 https://unilib.phaidrabg.rs/o:9792 no yes 16 70 1552253 2026-01-18 Journal of Agronomy, Technology and Engineering Management 9 1 1870 1885 2026