AI-Driven Customer Analytics: Personalization, Consumer Behaviour and Strategic Marketing Innovation

Pierre Azoulay

AI-Driven Customer Analytics: Personalization, Consumer Behaviour and Strategic Marketing Innovation

Author(s)	Pierre Azoulay
Country	United States
Abstract	The rapid development of Artificial Intelligence (AI), machine learning, natural language processing, predictive analytics, and large-scale customer-data platforms is transforming the way organisations understand and engage with consumers. AI-driven customer analytics enables firms to process large volumes of structured and unstructured customer data to identify behavioural patterns, predict preferences, personalise interactions, optimise marketing campaigns, and support strategic decision-making. This study examines the role of AI-driven customer analytics in personalisation, consumer behaviour analysis, and strategic marketing innovation. A qualitative and conceptual research methodology based on secondary literature is adopted to examine the relationship between AI capabilities, customer insights, personalised marketing, customer engagement, and organisational performance. The study proposes an integrated framework in which customer data and AI technologies generate behavioural insights that support real-time personalisation, predictive targeting, customer segmentation, recommendation systems, and marketing automation. The analysis also considers the challenges associated with privacy, algorithmic bias, transparency, data quality, cybersecurity, and consumer trust. The study argues that successful AI-driven customer analytics requires more than technological adoption; organisations must develop appropriate data governance, ethical AI practices, analytical capabilities, and customer-centric strategies. When responsibly implemented, AI-driven analytics can enable organisations to move from broad, reactive marketing towards predictive, adaptive, and highly personalised customer engagement. However, excessive personalisation or opaque data practices may undermine consumer trust. The study concludes that the future of strategic marketing will depend on balancing analytical intelligence and personalisation with transparency, privacy, human judgement, and long-term customer relationships.
Keywords	Artificial Intelligence, Customer Analytics, Personalisation, Consumer Behaviour, Strategic Marketing, Machine Learning, Customer Experience, Predictive Analytics, Marketing Innovation, Customer Engagement.
Field	Engineering
Published In	Volume 5, Issue 4, July-August 2023
Published On	2023-07-02

View / Download PDF File

About AJAMRI Fees & Payment Current Issue Publication Archive	Submit Research Paper Track Submission Status Publication Guidelines Publication Ethics Peer Review & Plagiarism	Join as a Reviewer Editors & Reviewers Reviewer Referral Program Get Reviewer Membership Certi.	Website/Journal Policies Usage Policy Content Policies Privacy Policy

Contact Us		+1-872-302-3851	editor@ajamri.com

American Journal of Advanced Multidisciplinary Research and Innovation

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

AI-Driven Customer Analytics: Personalization, Consumer Behaviour and Strategic Marketing Innovation

Share this