Artificial Intelligence (AI) is revolutionizing personalized marketing by enabling businesses to analyze vast amounts of data and deliver tailored experiences to individual customers at scale. This paper explores the multifaceted role of AI in personalized marketing, examining its applications, benefits, challenges, and future implications. Through a synthesis of academic research, industry insights, and case studies, this paper provides a comprehensive overview of how AI is reshaping the landscape of marketing personalization and offers strategic recommendations for businesses seeking to harness its potential.