This chapter offers a comprehensive analysis of consumer behaviour within the digital marketing landscape of an African country, focusing on the interaction between psychological factors and socio-cultural influences. As digital marketing rapidly evolves across Africa, driven by increasing Internet access and mobile technology adoption, understanding the psychological drivers behind consumer choices becomes essential. The chapter identifies key factors influencing consumer behaviour, such as brand loyalty, cultural values, emotional responses, and price sensitivity, linking them to the Theory of Planned Behaviour. Employing a mixed-methods approach, the chapter combines document analysis, observational data, and survey feedback from digital marketing professionals to generate valuable insights specific to the market context. The findings reveal both opportunities and challenges in implementing AI-driven marketing strategies. While artificial intelligence offers significant potential to enhance consumer experiences and improve operational efficiency, challenges like infrastructure gaps, lack of expertise, and data quality issues persist. Addressing these challenges requires strategic investments in technology and workforce development to fully leverage data analytics and AI for tailored marketing efforts. The chapter emphasises the importance of understanding consumer insights and building emotional connections to guide marketing strategies. Through integrating AI and data analytics with a deep understanding of local consumer behaviour, companies can create targeted campaigns that effectively engage their audiences. This chapter also contributes to the advancement of Sustainable Development Goals 8, 9, and 12.