The Impact of Artificial Intelligence on Consumer Behaviour and Digital Marketing Strategies

Ruzena Bajcsy

The Impact of Artificial Intelligence on Consumer Behaviour and Digital Marketing Strategies

Author(s)	Ruzena Bajcsy
Country	United States
Abstract	Artificial Intelligence (AI) has become a transformative force in digital marketing, fundamentally reshaping consumer behaviour, customer engagement, and business strategies. Through the integration of machine learning, deep learning, natural language processing (NLP), generative AI, predictive analytics, recommendation systems, chatbots, computer vision, and big data analytics, organisations can analyse vast amounts of consumer data to deliver personalised experiences, targeted advertising, dynamic pricing, and intelligent customer support. AI-driven digital marketing enables businesses to understand consumer preferences, predict purchasing intentions, optimise marketing campaigns, and improve customer relationship management while enhancing operational efficiency and competitive advantage. This study investigates the impact of Artificial Intelligence on consumer behaviour and digital marketing strategies using a qualitative and analytical research methodology based on secondary data collected from peer-reviewed journals, industry reports, international marketing studies, and multidisciplinary case analyses. The study examines AI applications in personalised marketing, recommendation engines, customer segmentation, sentiment analysis, social media analytics, influencer marketing, conversational AI, omnichannel marketing, and customer journey optimisation. Furthermore, it evaluates the influence of AI on consumer decision-making, purchase intention, brand loyalty, customer satisfaction, and ethical marketing practices while identifying implementation challenges and future research directions. The findings indicate that AI significantly improves customer engagement, marketing effectiveness, conversion rates, consumer satisfaction, and business decision-making through data-driven insights and intelligent automation. Technologies such as Generative AI, blockchain, Internet of Things (IoT), augmented reality (AR), virtual reality (VR), and explainable AI further enhance digital marketing innovation and personalised consumer experiences. However, challenges including data privacy, algorithmic bias, transparency, cybersecurity, ethical concerns, consumer trust, and regulatory compliance continue to affect successful implementation. The study concludes that Artificial Intelligence provides a comprehensive multidisciplinary framework for transforming consumer behaviour analysis and digital marketing strategies. Collaboration among marketers, AI developers, policymakers, businesses, and researchers is essential to establish responsible, transparent, and customer-centric AI-driven marketing ecosystems.
Keywords	Artificial Intelligence, Consumer Behaviour, Digital Marketing, Personalisation, Machine Learning, Predictive Analytics, Customer Engagement, Generative AI, Marketing Automation.
Field	Engineering
Published In	Volume 1, Issue 2, March-April 2019
Published On	2019-03-21

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American Journal of Advanced Multidisciplinary Research and Innovation

A Widely Indexed Open Access Peer Reviewed Multidisciplinary Bi-monthly Scholarly International Journal

The Impact of Artificial Intelligence on Consumer Behaviour and Digital Marketing Strategies

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