Paper Contents
Abstract
Artificial Intelligence (AI) has transformed how businesses understand, predict, and influence consumer behaviour. Through machine learning, predictive analytics, natural language processing, and recommendation systems, AI enables marketers to identify consumer preferences, personalize experiences, and optimize marketing communication. This paper explores the multifaceted role of AI in consumer behaviour analysis, focusing on its impact on decision-making, personalization, sentiment analysis, and predictive marketing. The study also highlights applications in the Indian market and discusses ethical and practical challenges in AI-driven consumer analytics.
Copyright
Copyright © 2025 Ch.Madhavi Latha. This is an open access article distributed under the Creative Commons Attribution License.
