Is artificial intelligence really influencing the marketing strategies and consumer behaviour?

Reference

Latha RS, Chandran M. Is artificial intelligence really influencing the marketing strategies and consumer behaviour? Salud Cienc Tecnol. 2024;3:896. doi:10.56294/sctconf2024896

Summary

This study explores how artificial intelligence (AI) affects both marketing strategies and consumer behavior, especially in the online environment. The researchers gathered data from 452 online consumers using a structured questionnaire and analyzed the results using confirmatory factor analysis and linear multiple regression.

They found that AI tools—such as those used for sales forecasting, consumer profiling, and targeted advertising—are significantly influencing marketing effectiveness. At the same time, consumers are using AI suggestions to evaluate products, recognize needs, and make purchase decisions more confidently. The study also confirms that AI enhances satisfaction by improving the customer journey from awareness to decision-making.

One standout finding is that demographics matter. Younger consumers and high-income earners respond more positively to AI-driven marketing than others. Men showed a slightly higher level of engagement than women. Education level also influences how consumers perceive and use AI during online purchases.

The study concludes that AI has a strong impact on both sides of the marketing equation. For marketers, AI improves efficiency and targeting. For consumers, it enhances information access, purchase clarity, and satisfaction. However, the researchers also acknowledge that more work is needed to understand AI’s ethical and behavioral implications in the long run.

AI in Marketing’s Take

The study backs up what many of us already know: AI works, especially in digital advertising, customer profiling, and behavior prediction. But at AI in Marketing, we’d press harder on the “how” and “how well.”

This paper shows AI has influence, but it still dances around the real question: Is this influence meaningful? Measurable? Ethical?

Yes, AI boosts personalization. But personalization without transparency is just manipulation with a friendly face.

Yes, AI improves sales...