AI-Driven Marketing Strategies: Understanding and Predicting Consumer Behaviour

T. S. Saranya, Sandeep Kumar Gupta (), Gayathri Raj, Preeti Sharma and Rijo S. John
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T. S. Saranya: Head of the Institute, AIBHAS, Amity University Bengaluru
Sandeep Kumar Gupta: Mohan Babu University
Gayathri Raj: Independent Researcher
Preeti Sharma: University of Engineering & Management, School of Management
Rijo S. John: Independent Researcher

A chapter in Proceedings of the International Conference on Artificial Intelligence in Management for Business and Industrial Growth (AIMBIG 2025), 2025, pp 324-354 from Springer

Abstract: Abstract The marketing field has been positively confused by AI (Artificial Intelligence) technology that allows enterprises to characterize better not only their consumer interactions, but to also project their reactions. Marketing has advanced beyond micro and macro demographics as AI provides real-time and precise data insights. Marketing professionals that strap predictive analytics within machine learning systems along with deep learning models, can craft immediate responsive multi-dimensional circumstantial marketing strategies that are accomplished across several channels. This research provides a unique understanding into contemporary trends in AI marketing development, which focuses on supervised learning and reinforcement learning, as well as natural language processing techniques for predicting consumer behavior. The research assesses notable case studies as well as experimental results that show how AI-based models have enhanced consumer engagement, retention, and conversion rates. The research currently assesses emerging issues resulting from the deployment of AI technology through a critical evaluation of algorithmic opacity, privacy and ethical concerns, and the risk of consumer administration. AI systems must allow businesses to maximize profits, while at the same time protecting consumers and their social well-being. This ongoing research sums up a range of literature in a way that would provide a broad resource for researchers and practitioners alike who wish to promote responsible advances in AI marketing.

Keywords: Supervised learning; AI-based Marketing; Consumer behavior prediction; Machine Learning; Personalization; Ethical AI (search for similar items in EconPapers)
Date: 2025
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DOI: 10.2991/978-94-6463-898-1_23

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