Personalization of marketing communications: trends and technologies

Based on the analysis of seven scientific sources, the article considers the barriers and prospects for the development of personalized marketing in Russia, highlighting such technological drivers as artificial intelligence, big data and virtual reality. Current trends and technologies of personalization of marketing communications in the context of digitalization of the economy are considered. Methodological approaches to the integration of personalization into corporate strategies, as well as new models of sustainable customer engagement are reviewed. The research is based on the analysis of the latest scientific sources and practical cases.