SMART MARKETING STRATEGIES USING AI AND CONSUMER ANALYTICS

Abstract

This study examines the role of Artificial Intelligence (AI) and consumer analytics in developing smart marketing strategies for modern businesses. In today’s competitive digital environment, organizations are increasingly using AI tools and data analytics to understand customer behaviour, improve decision-making, and enhance customer engagement. The study focuses on how AI-based marketing strategies help businesses personalize services, predict consumer preferences, and improve marketing effectiveness. Data collected from consumers and marketing professionals highlights that AI-driven analytics significantly improve customer satisfaction, targeted advertising, and business performance. However, challenges such as data privacy concerns, technological adaptation, and lack of skilled professionals still exist. The study suggests adopting advanced AI tools, ethical data practices, and continuous training to strengthen smart marketing strategies in organizations.