Consumer Behaviour in the AI Era

Artificial Intelligence, AI, has impacted the world, and in the marketing field, this impact is felt in the relationship with the consumer. Understanding how consumer behaviour could evolve in the face of AI in marketing is essential so marketers can adapt to the new reality. AI is present in several industries worldwide, and the topic goes far beyond robotics, which increasingly involves people. The Ph.D project aims to understand the AI market in marketing, the consumer experience, the relationship between brands and their consumers, and future purchasing intentions. The idea is to infer the future of brands and purchase intentions through knowledge about behaviour. This comprehensive theme will include developing a systematic literature review, following the Prisma method and presenting all the steps for possible replication. Qualitative and quantitative data collection and subsequent analysis using appropriate software are also planned. It is intended that each subdivision of the central theme can contribute with exciting results, presenting meaningful discussions, individually and for the general theme. It is also hoped that it can suggest future studies in this area. The challenge of the study is more than presenting conclusions. It presents them promptly when they still make sense and can contribute to marketing professionals.