AI ON CONSUMER BEHAVIOUR AND MARKETING STRATEGIES: AUTHOR’S PERSPECTIVES WITH BIBLIOMETRIC STUDY

Abstract

In marketing, artificial intelligence (AI) has become a disruptive force that has a big impact on customer Behaviour and marketing tactics. Applications of AI cover a range of main marketing   categories, such as product, place management, price, strategy and planning, and promotion[1]. Marketers are using AI more and more to match products and services to customer wants, better understand consumer needs, and improve persuasive efforts—essential marketing tasks that AI can significantly improve[2]. To deliver highly accurate insights and enable firms to develop effective plans for development and future success, artificial intelligence (AI) marketing integrates AI technology with customer and brand experience data[3]. Marketing could undergo a revolution if AI and cognitive biases are combined, opening up new avenues for effective and focused advertising campaigns[3]. It is anticipated that AI will have a growing impact on marketing, providing advantages including enhanced analytics, more accurate trend detection, and more effective campaign strategies[4]. AI-enhanced customer reaction analysis has become a key component of marketing strategies, allowing businesses to present information that elicits favourable interactions and corresponds with consumer preferences[5]. With advantages like predictive modelling to predict future consumer trends, machine learning algorithms for customized marketing strategies, and real-time analysis to react quickly to shifting consumer preferences and market dynamics, artificial intelligence (AI) is expected to have a significant impact on marketing in the years to come[5].

The paper predicts and analyses the viewpoints of authors related to the study of AI in the latest market spheres. Apart from that, the paper also studies the bibliometric analysis related to artificial intelligence relating to two concentrated areas of the marketing arena. Mostly due to the time constraint factor, only two latest marketing ideas could have been drawn to make the study which are consumer behaviour and marketing strategies, being the prominent topic of the timeframe. The research paper will focus its attention on the peak rise of AI paper in specific areas with the help of bibliometric study, from which performance analysis and table gram data will be taken into account for the discussions. As a result, the paper will distil the factor of future related scope and the importance of AI on consumer behaviour and marketing strategies and the scoop high of the authors' demand on this booming topic.

Keywords: AI, Consumer Behaviour, Marketing Strategies, Bibliometric Analysis