Volume: 19 Issue-01 (January-June) 2024

---

AN EMPIRICAL STUDY TO ASSESS THE INFLUENCE OF AI TECHNOLOGY ON THE CONSUMER BEHAVIOUR IN THE WESTERN SUBURBS OF MUMBAI

ABSTRACT

Artificial intelligence (AI) has enormous potential benefits for marketing. It facilitates the spread of information and data sources, improves software's capacity for managing data, and allows for the development of intricate and sophisticated algorithms. Artificial Intelligence is revolutionizing brand-consumer communication. The type of website and business determine a lot about how this technology is employed. Marketers may now quickly respond to client needs with a more customer-focused strategy. AI is able to quickly determine which channel to employ at any given time and what material to target clients with because it develops and collects data using algorithms. Users feel more at ease and are more inclined to buy what is given when AI is used to tailor user experiences. AI methods can also be used to determine target audience expectations and assess competitors' marketing campaigns' efficacy. Machine learning (ML) is a type of artificial intelligence that makes it possible for computers to study and interpret data without the need for explicit programming.

FULL TEXT

PDF