Chapter 3: AI in Data-driven Marketing: Decoding Consumer Choices and Behaviours

The digital marketing sphere is witnessing a transformative era with the integration of artificial intelligence (AI), reshaping the methodologies businesses employ to comprehend and engage their consumer base. Throughout this chapter, the authors have discussed the investigation of diverse roles of AI in data-driven marketing. The authors have also examined its application in analysing and understanding consumer behaviour, delved into the complexities of AI-enabled targeted marketing strategies, and discussed the ethical considerations inherent in the utilization of AI within marketing contexts. This chapter seeks to provide a thorough analysis of both the current influence and the future potential of AI in revolutionizing digital marketing. This embarks on an exploration of AI’s pivotal role in augmenting data-driven marketing practices, where the detailed examination of consumer data is leveraged to generate pertinent marketing insights and influence consumer engagement strategies. AI’s incorporation into marketing transcends conventional analytical methods, enabling a deeper and more complex understanding of consumer behaviours, preferences, and decision-making mechanisms. Furthermore, it considers the forthcoming trends and challenges that AI introduces in this dynamic domain, envisioning a future where marketing strategies are increasingly guided by intelligent data interpretation.