The Impact of Artificial Intelligence in Marketing: A Focus on Consumer Behaviour

This paper explores the evolution of artificial intelligence (AI) in the marketing field and its impact on consumer behaviour through a critical literature review. The objective is to identify gaps in existing research to guide the development of an in-depth interview, with the aim to understand the possible future implication of AI in the marketing strategies and their effects on consumer behaviour. The digital revolution has ushered in a vast amount of data and made AI a key component in crafting personalized marketing strategies. The examined studies demonstrate that AI has the potential to enhance customer segmentation, forecast purchasing trends, and optimize advertising campaigns; but what happens in terms of consumer behaviour? The research emphasizes how interest in the topic has been steadily increasing in recent times and that there are numerous open questions. The aspects to be investigated for the future can be classified into three research streams: consumer intention and perception; cultural and personal traits; customer engagement. The hypothesized research questions could serve as a basis for further studies and address gaps in existing knowledge on the issue.