Targeted Marketing and Personalization Using AI Marketing Tools in the Georgian Business Sector

Artificial intelligence (AI) has become a major driving force in modern business and marketing, transforming strategies for customer communication, branding, and sales. Competition in the Georgian market is intensifying. Consumers now expect more than conventional, standardized advertising, making individualized approaches increasingly important. AI-powered targeted marketing and personalization offer an effective way to address these challenges. Like their global counterparts, Georgian digital marketers use various categories of AI platforms in their day-to-day work to optimize operations and accelerate creative processes. This paper analyzes the current state of targeted marketing in the Georgian business sector, examines how AI tools are transforming the Georgian business environment, assesses the importance of personalization, and identifies the challenges faced by local companies. It discusses existing opportunities, development trends, and the specific digital tools actively used by Georgian marketers. The paper also offers perspectives on the optimal use of AI marketing capabilities for business development and the adoption of new, innovative approaches.