AI-DRIVEN CUSTOMER INSIGHTS: TRANSFORMING MARKETING STRATEGIES

Abstract

The rapid advancement of artificial intelligence (AI) has transformed the way businesses understand and engage with their customers. This research paper explores the role of AI-driven customer insights in shaping marketing strategies, examining trends, adoption patterns, and the impact on customer engagement and business performance. A mixed-method approach was employed, combining quantitative data from consumer behavior analytics, sales records, and digital engagement metrics with qualitative insights gathered through structured interviews with marketing professionals and industry experts. The findings reveal that organizations leveraging AI tools such as predictive analytics, machine learning, and natural language processing achieve more personalized marketing campaigns, higher customer satisfaction, and improved decision-making efficiency. However, challenges such as data privacy concerns, integration complexities, and algorithmic biases were identified, particularly among businesses with limited digital infrastructure. The study highlights strategic frameworks for the ethical and effective use of AI in marketing, including data governance, staff training, and AI-enhanced customer segmentation. By demonstrating how AI-generated insights can optimize targeting, messaging, and customer engagement, this paper provides actionable guidance for marketers seeking to implement intelligent, data-driven strategies that foster long-term customer relationships and competitive advantage.