THE IMPACT OF AI ON CONSUMER BEHAVIOUR: AN EXPLORATORY STUDY OF CONSUMER ATTITUDES TOWARDS AI-POWERED MARKETING

Abstract

There is a significant impact of AI on the behavior of consumers in the market-based economy in the context of globalization under the approach of explorative-based study concerning the attitudes of consumers toward AI-powered marketing. In these perspectives, the major statement of the research problem is based on trying to explore the unfolding facts about the process, determinants, and consequences of the impact of AI on the behavior of consumers in the context of attitudes of consumers toward AI-powered marketing. The major objective of this research paper is based on the justification of and answering of emerging issues concerning the impact of AI on the behavior of consumers. The methodology of this research paper is based on the empirical study among a sample of consumers. Primary data is collected by structured schedule with a pre-determined sample size. Collected primary data is analyzed by MS Excel and SPPS software accordingly with indicators of objectives. The findings of the study show that there is cordial nexus between AI and the behavior of consumers in a market-based economy in the context of globalization. Based on these findings, it can be recommended that there is a need to conduct an empirically based study on the micro level for better enhancement in this area. Therefore, this study encourages policymakers, researchers, academicians, and students for furthers research in this area. Therefore, it can be summarized that the entire debate should be analyzed in the framework of marketing.

Keywords: AI, consumers, consumer behavior, consumer attitudes, market, AI-powered marketing