Marketing in the Age of AI: Harnessing Technology to Understand Consumer Behavior

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Qualitative exploration of AI's role in enhancing consumer behavior insights and personalization, highlighting ethical considerations.

AI enhances consumer behavior analysis, facilitating better audience segmentation and personalized marketing.
Using thematic analysis of interviews, findings show that AI-driven personalization increases customer engagement and loyalty.
Semi-structured interviews with marketing professionals revealed the need for ethical considerations around data privacy in AI applications.
Overall, insights from this research indicate significant opportunities for businesses to leverage AI in effective marketing strategies.

Wardana et al. (2024) studied this question.

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