THE INTERSECTION OF AI AND CONSUMER BEHAVIOR: PREDICTIVE MODELS IN MODERN MARKETING

Abstract

Purpose: This research paper delves into the burgeoning field of artificial intelligence (AI) and its profound impact on consumer behavior analysis in contemporary marketing. The primary purpose of this study is to explore how predictive models driven by AI are transforming the marketing landscape and influencing consumer decisions.Theoretical Framework: The study is grounded in a robust theoretical framework that draws from various disciplines, including marketing, data science, and machine learning. It incorporates key concepts from consumer behavior theories and AI techniques to build a comprehensive understanding of how predictive models function in the context of modern marketing.Design/Methodology/Approach: The authors employ a multifaceted approach, combining a thorough literature review with empirical research. They gather data from various marketing campaigns and employ advanced AI algorithms to create predictive models. These models are then analyzed to assess their accuracy in predicting consumer behavior and preferences.Findings: The research yields insightful findings, indicating that AI-driven predictive models are exceptionally effective in deciphering complex patterns in consumer behavior. These models not only enhance marketing strategies but also enable businesses to tailor their products and services to meet consumer expectations more accurately.Research, Practical & Social Implications: This paper underscores significant implications for both research and practice. From a research perspective, it contributes to the growing body of knowledge at the intersection of AI and consumer behavior. Practically, it provides actionable insights for marketers, demonstrating the tangible benefits of integrating AI-driven predictive models into marketing strategies. Furthermore, the social implications are noteworthy, as AI can enhance customer experiences, potentially leading to more informed choices and improved satisfaction.Originality/Value: This research paper stands out due to its innovative approach in merging AI and consumer behavior analysis. By showcasing the practical utility of AI-driven predictive models, it adds substantial value to the marketing field and offers a fresh perspective on leveraging AI for enhanced consumer engagement.