Ai-Driven Personalization using LLMS and SLMS for Hyper Personalization in B2b and B2c Marketing: Challenges and Future Directions

This paper presents a review of the current landscape of AI-driven personalization in B2B and B2C marketing, highlighting key challenges such as integration of LLMS and SLMS models into existing systems, scalability and performance issues, ensuring accuracy and relevance in recommendations. Future directions emphasize model efficiency, seamless integration, and ethical AI practices ensuring transparency, fairness, and data privacy. This paper conducts a theoretical meta-analysis (integrative literature review) to gather and synthesize findings from a broad range of studies on AI-driven personalization in marketing.