Personalized Content Selection in Marketing Using BERT and GPT-Based AI Models

Paper ID: EIJTEM_2026_13_1_126-135

Author's Name: Kasi Viswanath kommana

Volume: 13

Issue: 1

Year: 2026

Page No: 126-135

Abstract:

Improving consumer involvement and enabling conversions depend on the use of customised content in digital marketing. The requirement of including Artificial Intelligence (AI) and Natural Language Processing (NLP) to improve communication efficacy is shown by the fact that conventional marketing techniques often fail in their capacity to react to real-time user behaviour. This paper explores the use of Generative Pre-trained Transformer (GPT) models and Bidirectional Encoder Representations from Transformers (BERT) models inside AI-enhanced marketing automation thereby enabling dynamic, real-time, context-sensitive content personalising. While GPT-based models are competent in generating highly relevant and customised marketing material, BERT's great contextual comprehension improves consumer sentiment analysis, intent identification, and behavioural segmentation. Moreover, we employ retrieval-augmented generation (RAG) and reinforcement learning (RL) to create an adaptable framework that constantly improves content distribution depending on real-time user interactions and engagement patterns.This paper also addresses major issues related to AI-driven marketing including ethical consequences, data privacy problems, and biases in AI-generated content. As means to guarantee safe and regulatory-compliant personalisation (e.g., GDPR, CCPA), we support the acceptance of federated learning, differential privacy, and homomorphic encryption. There examine the efficacy of BERT-GPT-based content selection versus conventional marketing automation systems by means of empirical research and pragmatic case studies. The results show clear improvements in click-through rates (CTR), engagement measures, and conversion rates, therefore highlighting the effectiveness of artificial intelligence in offering extremely relevant, data-informed, and customised marketing experiences. This article presents a thorough framework allowing companies to apply scalable AI-driven marketing techniques while preserving ethical AI standards and data protection.

Keywords: Personalized Marketing, AI-driven Content Selection, BERT-GPT Models, Marketing Automation

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