The Role of Artificial Intelligence in Shaping Consumer Behaviour: A Study on AI-Driven Marketing Strategies

Artificial Intelligence (AI) is transforming modern marketing by enabling businesses to deliver highly personalized, efficient, and data-driven strategies. This paper explores the role of AI in shaping consumer behaviour, with a focus on how tools like recommendation systems, chatbots, predictive analytics, and content automation influence purchasing decisions and brand loyalty. As businesses increasingly adopt AI to enhance customer experience, this study examines both the advantages and ethical concerns surrounding its use. Key findings suggest that AI-driven personalization reduces decision fatigue and increases customer satisfaction, while predictive tools help marketers anticipate trends and tailor content effectively. However, challenges such as data privacy, algorithmic bias, and consumer trust require careful consideration. The paper adopts a qualitative methodology supported by case studies and secondary data analysis to highlight trends and insights. Ultimately, the research concludes that AI holds significant potential to revolutionize marketing, but responsible implementation and transparency are essential for sustainable consumer engagement and long-term brand success