We are living in a new digitalised era where Artificial Intelligence (AI) has increasingly integrated into our daily lives. AI has become more of a central force to shape behaviours, i.e., to determine how individuals search for information, discover, and engage with content. In this AI-driven landscape consumer behaviour is evolving, and alongside consumers expectation of relevance, transparency, and smarter shopping experiences. To this end, businesses have realised that AI helps to improve decision-making by providing accurate, real-time data-driven insights into consumer behaviour. AI tools analyse huge amounts of data obtained from various sources, including social media, e-commerce platforms, and customer feedback; enabling businesses to identify trends, segment audiences, and forecast future behaviours. Thus, AI-powered information enables businesses to make informed choices about marketing, product development, for customer engagement and to enhance consumer experiences. Simultaneously, AI adoption would require businesses to overcome challenges such as, data privacy and ethical issues, high implementation costs, integrating AI into existing systems, algorithm bias, etc., when leveraging AI systems into their processes. Nonetheless, in an age of evolving digital transformation, understanding consumer behaviour using AI is of paramount importance for businesses to stay competitive as well as to navigate this transformative field. All these and more are discussed in this book, a comprehensive text on the various facets of consumer behaviour that affect marketing in an AI-driven world.
Specific Features:
Conceptual and theoretical themes discussed are explained in a lucid style, very readable and easily graspable.
Concepts are explained using real world brand examples, making them simple and easy to understand for the reader.
Three actual company (brand) case studies—to help readers assess specific situations encountered by the company brand, to elucidate how factors can interact and influence outcomes in an AI-powered scenario.
Glossary of the terms and phrases discussed in the book-for readers to comprehend and understand their relevance in the book.
Contents –
1. Digital Landscape and the Role of Artificial Intelligence (AI)
2. Evolution and Impact of Artificial Intelligence on Consumer Behaviour
3. Theories on Impact of AI and Consumer Behaviour
4. AI Impact on Factors Influencing Consumer Behaviour, and AI-driven Personalisation
5. AI Influence on Social Media Engagement, Consumer Experience, and Customer Brand Relationships
6. Role of AI in Consumer Decision-making, Customer Engagement and Experience, Trust and Loyalty
7. Ethical Issues in AI: Data Privacy, Cybersecurity, Algorithmic Bias, and Deepfake Technology
8. AI Marketing and B2B Customers & Future Trends
9. Role of AI Marketing in Rural Areas
Case 1 Crompton Greaves Consumer Electricals Limited (CGCEL)
Case 2 QuarkCube
Case 3 L’Dezen and Psylish (Jewellery Brands)
Glossary
