UNDERSTANDING CONSUMER BEHAVIOUR THROUGH AI: INSIGHTS FOR SMARTER MARKETING STRATEGIES

Abstract

In the contemporary business landscape, understanding consumer behavior is pivotal for developing effective marketing strategies and maintaining a competitive edge. Traditional market research methods, including surveys, focus groups, and observational studies, are often time-consuming, expensive, and limited in scope. The emergence of artificial intelligence (AI) offers transformative potential by enabling marketers to analyze vast and complex datasets in real time, uncovering patterns and predicting consumer preferences with unprecedented accuracy. AI technologies, including machine learning (ML), natural language processing (NLP), and deep learning (DL), facilitate the segmentation of consumers, personalization of marketing messages, and optimization of pricing and product recommendations.