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<p>The advent of artificial intelligence (AI) has drastically changed the mode and management of marketing. Firms can use these modern technologies to tap into advanced algorithms analysis engines or big data analytics to actively engage customers. This study investigates how AI-based marketing operations impact consumer behavior in a variety of ways such as satisfaction, service quality, brand loyalty, and purchasing behavior and it also looks into the general performance of consumer participation. In this research, SPSS AMOS is used for the structural equation model in testing the artificial intelligence enabled marketing activities' impact on consumer behavior using 200 samples size using stratified sampling is a statistical method that was used in this research to assure representation of all consumer subgroups. Results have shown that AI-powered personalized recommendations enhance customer satisfaction considerably, while chatbots raise the quality of service by offering instant and personalized support. Sentiment analysis inspires brand loyalty because it allows companies to respond promptly and appropriately to feedback from customers, while predictive analytics drives purchase decisions with its efficient marketing campaigns. The study shows the transformative power of AI across today's marketing strategies and points to some valuable implications not only for marketers but also for businesses struggling to cope with an increasingly AI-driven marketplace. The study also suggests the need to research longitudinal effects and qualitative insights on how AI is changing the drivers of consumption, to provide more depth on what this means from different perspectives. Marketers and businesses are becoming more and more AI-oriented should be aware of the fact that the most effective way of using AI—like personalized recommendations, chatbots, sentiment analysis, and predictive analytics—can greatly help in customer engagement and satisfaction, at the final stage, thus having an effect on the brand loyalty and competitive advantage of the company.</p>

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How artificial intelligence enabled marketing activities will change consumer behavior

  • 期刊论文

  • 出版模式：

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  • 发表日期：

    2025年12月7日

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  • Sidra Sidra,
  • Shah Mehmood Wagan

摘要

The advent of artificial intelligence (AI) has drastically changed the mode and management of marketing. Firms can use these modern technologies to tap into advanced algorithms analysis engines or big data analytics to actively engage customers. This study investigates how AI-based marketing operations impact consumer behavior in a variety of ways such as satisfaction, service quality, brand loyalty, and purchasing behavior and it also looks into the general performance of consumer participation. In this research, SPSS AMOS is used for the structural equation model in testing the artificial intelligence enabled marketing activities' impact on consumer behavior using 200 samples size using stratified sampling is a statistical method that was used in this research to assure representation of all consumer subgroups. Results have shown that AI-powered personalized recommendations enhance customer satisfaction considerably, while chatbots raise the quality of service by offering instant and personalized support. Sentiment analysis inspires brand loyalty because it allows companies to respond promptly and appropriately to feedback from customers, while predictive analytics drives purchase decisions with its efficient marketing campaigns. The study shows the transformative power of AI across today's marketing strategies and points to some valuable implications not only for marketers but also for businesses struggling to cope with an increasingly AI-driven marketplace. The study also suggests the need to research longitudinal effects and qualitative insights on how AI is changing the drivers of consumption, to provide more depth on what this means from different perspectives. Marketers and businesses are becoming more and more AI-oriented should be aware of the fact that the most effective way of using AI—like personalized recommendations, chatbots, sentiment analysis, and predictive analytics—can greatly help in customer engagement and satisfaction, at the final stage, thus having an effect on the brand loyalty and competitive advantage of the company.