The Impacts of Artificial Intelligence on the Future of Marketing and Customer Behaviour

Artificial Intelligence (AI) is quickly transforming the marketing landscape, providing unprecedented opportunities for businesses to optimize strategies and improve customer experiences. This literature review looks at the various applications of AI in marketing and their potential impact on consumer behavior. The study delves into key aspects of AI, from its intelligence to ethical concerns about its use. Furthermore, it investigates how AI is used in various aspects of marketing, such as planning and strategy, product management, pricing, location management, and promotion. Previous research findings highlight AI's transformative potential for increasing marketing efficiency, effectiveness, and customer engagement. However, the study emphasizes the importance of responsible implementation and raises ethical and societal concerns about AI adoption.