近年來，疫情加速了大眾對數位環境及線上服務的依賴。在市場競爭與數位轉型的雙重壓力下，企業與組織逐步運用數據分析與人工智慧技術，以深入理解顧客行為、提供個人化體驗，並提升行銷效能。儘管疫情促使台灣企業與組織更加重視數位轉型與人工智慧的應用，且政府亦積極推動產業AI化，然而，現有文獻對於人工智慧賦能之個人化行銷在企業或組織運作中所帶來的實際影響及潛在挑戰，尚缺乏系統性且深入的探討。基於此，本研究旨在探討企業、組織或個人在行銷活動中導入或運用人工智慧後，對個人化行銷所產生之影響。
    
    本研究採用質性研究方法中的半結構式訪談，邀請八位運用相關人工智慧工具或平台進行行銷之專家作為受訪對象。研究結果顯示，生成式人工智慧為人工智慧行銷的關鍵切入點；此外，人工智慧個人化行銷的運作高度依賴顧客資料，且目前階段主要以精準分眾策略為主。另一方面，資料隱私與倫理風險已成為企業與組織在人工智慧行銷決策過程中不可忽視的重要依據與挑戰。期望本研究成果能為在快速變遷且資料豐富環境中追求成功之企業與組織，提供具參考價值之理論與實務依據。

    In recent years, the pandemic has accelerated the public’s reliance on digital environments and online services. Faced with the dual pressures of market competition and digital transformation, businesses and organizations have increasingly adopted data analytics and artificial intelligence (AI) technologies to gain deeper insights into customer behavior, deliver personalized experiences, and enhance marketing effectiveness. Although the pandemic has prompted Taiwanese companies and organizations to prioritize digital transformation and AI applications—and the government has actively promoted AI integration across industries—existing literature still lacks a systematic and comprehensive examination of the actual impacts and potential challenges that AI-enabled personalized marketing poses to business and organizational operations. This study aims to investigate the effects of implementing or utilizing AI in marketing activities on personalized marketing by enterprises, organizations, or individuals. 

    Employing a qualitative approach, the research uses semi-structured interviews with eight experts who apply relevant AI tools in marketing. The findings indicate that generative AI serves as a key entry point for AI-driven marketing. Furthermore, the effectiveness of AI-powered personalized marketing heavily depends on customer data, with current practices primarily focusing on precise audience segmentation strategies. However, data privacy and ethical risks have emerged as critical considerations and challenges that businesses and organizations must address in AI marketing decision-making processes. It is hoped that the findings of this study will offer valuable theoretical and practical insights to enterprises and organizations striving for success in a rapidly changing, data-rich environment.

目錄
誌謝	I
摘要	II
ABSTRACT	III
目錄	V
表目錄	VII
圖目錄	VIII
第一章 緒論	1
第一節 研究背景	1
第二節 研究動機與目的	3
第三節 研究流程	5
第二章 文獻探討	6
第一節 行銷科技	6
第二節 人工智慧在行銷中的應用	8
第三節 個人化行銷	22
第三章 研究方法	38
第一節 質性研究之意義	38
第二節 質性研究方法	41
第三節 研究架構	46
第四節 訪談設計	47
第四章 研究結果	50
第一節 訪談大綱內容	50
第二節 訪談內容	51
第三節 訪談內容分析	88
第四節 命題發展	102
第五章 結論與建議	110
第一節 研究結論	110
第二節 研究限制與建議	116
參考文獻	117
中文部分	117
英文部分	118
網路部分	131
附件	135
附件一 訪談邀請信	135

表目錄
表 2-1 人工智慧行銷工具的六大核心類型彙整表	13
表 2-2 人工智慧在行銷中的角色彙整表	15
表 3-1 受訪者基本資料	48
表 4-1 專家A訪談紀錄表	51
表 4-2 專家B訪談紀錄表	54
表 4-3 專家C訪談紀錄表	58
表 4-4 專家D訪談紀錄表	60
表 4-5 專家E訪談紀錄表	65
表 4-6 專家F訪談紀錄表	72
表 4-7 專家G訪談紀錄表	76
表 4-8 專家H訪談紀錄表	81
表 4-9 Q1專家訪談分析表	88
表 4-10 Q2專家訪談分析表	91
表 4-11 Q3專家訪談分析表	94
表 4-12 Q4專家訪談分析表	96
表 4-13 Q5專家訪談分析表	98
表 4-14 Q6專家訪談分析表	100

圖目錄
圖 1-1 研究流程圖	5
圖 3-1 研究架構圖	46

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