Author(s): Maheswari P., Saithu Mohammed, Jain Jacob M and Ganeshkumar M
As this paper deals with the changing face of digital marketing, thereby having a great influence on the Generation Z, who was actually the first generation growing fully immersed in the digitized world, it is important to add that Gen Z has separate preferences in respect to "personally tailored" and authentic marketing experiences, especially when it comes to social media sites like Instagram, TikTok, and YouTube. Instead of just being consumers, they are co-creators in every way while expecting openness and smooth flow with the brands. For this, the research has learned how personalization done by AI has influenced the description of the interaction of brands with their desired consumers, and how that personalization contributes to engagement and loyalty toward the brand. Social media has been found to play a significant role in how Gen Z decides on purchases, yet it remains concerned about data privacy and security of transactions online. Blockchain technology has been touted as a solution to the issue of trust, providing transparent and secure traceable transactions that should alleviate fears for such digital environments and eventually build trust in such an environment. AI/Blockchain use in digital marketing will eliminate consumers' distrust in brands so that it should translate to increased loyalty towards brands and a safe, more personalized consumer experience. Findings should fuel innovative approaches to digital marketing geared toward the expectations of such an intricately interlinked, dependent, and technologically advanced generation.