Marketing in the Digital Age: Understanding Consumer Behavior through AI and Big Data

Abstract

The digital transformation of global markets has redefined how businesses understand and interact with consumers. Artificial Intelligence (AI) and Big Data analytics have emerged as transformative tools for analysing consumer preferences, predicting market trends, and personalizing customer experiences. This study explores how AI-driven marketing analytics influences consumer behavior, emphasizing the role of machine learning algorithms, sentiment analysis, and predictive modelling. The research also examines challenges in data privacy, ethical marketing practices, and algorithmic transparency. Findings suggest that the integration of AI and Big Data enhances brand engagement, customer satisfaction, and strategic decision-making. Ultimately, this paper argues that the synergy between technology and consumer psychology is vital for competitive advantage in the digital age.