In the current corporate environment, mass customization has emerged as a game-changing tactic that enables organizations to provide their clients with highly customized goods and experiences. This chapter delves into the intricate realm of marketing and customer engagement within the context of mass customization. It looks at how companies may use mass customisation to build stronger bonds and brand loyalty with their customers while also catering to their wide range of tastes. The chapter begins by providing an glimpse of mass customization, highlighting its evolution, principles, and significance in today's market. It then delves into the pivotal role of marketing in mass customization, emphasizing the need for data-driven strategies, segmentation, and targeting to effectively reach and resonate with individual customers. Additionally, the chapter explores the use of advanced technologies, such as machine learning, in optimizing marketing efforts within mass customization frameworks.