CONSUMER BEHAVIOUR IN THE AGE OF AI-POWERED DIGITAL MARKETING

Artificial Intelligence (AI) has transformed the landscape of digital marketing by enabling
organizations to understand, predict, and influence consumer behaviour with greater accuracy
and efficiency. In the modern digital era, consumers interact with brands through multiple
online platforms such as social media, websites, mobile applications, and e-commerce
portals. AI-powered technologies including machine learning, chatbots, predictive analytics,
recommendation systems, and personalized advertising have significantly changed the
purchasing decisions and behavioural patterns of consumers. This article examines consumer
behaviour in the age of AI-powered digital marketing and highlights the impact of AI
technologies on consumer engagement, buying decisions, brand loyalty, and customer
satisfaction. The study also explores the opportunities and challenges faced by businesses
while implementing AI-driven marketing strategies. The article is based on secondary data
collected from journals, books, websites, and research reports. The findings reveal that AI
enhances customer experiences through personalization and data-driven insights, while also
raising concerns related to privacy, trust, and ethical usage of consumer data. The study
concludes that businesses must adopt responsible AI practices to build long-term
relationships with consumers in the digital marketplace.