Vol. 10, Issue 9, Part D (2024)

Abstract
In today’s digital landscape, Artificial Intelligence (AI) is revolutionising marketing strategies, offering unprecedented levels of precision and personalization. This article explores how AI enhances marketing through innovative approaches to targeted advertising and consumer behavior analysis. AI technologies, such as machine learning algorithms and natural language processing, have transformed traditional marketing methods by enabling businesses to deliver highly customised and efficient campaigns. The article begins with a definition of AI in the context of marketing, highlighting its role in automating tasks, analysing large datasets, and generating actionable insights. It emphasises how AI is moving marketing from broad-based strategies to highly targeted approaches, improving engagement and conversion rates. By processing extensive consumer data from various sources, AI provides deep insights into individual preferences and behaviours, facilitating more relevant and personalised marketing messages. The importance of AI in modern marketing is further underscored by its impact on consumer behaviour analysis. AI tools enable businesses to understand consumer trends, predict future needs, and adapt strategies accordingly. This capability not only enhances the effectiveness of marketing campaigns but also positions businesses to stay ahead of market shifts. The article also outlines its purpose and scope, focusing on how AI technologies refine marketing strategies through targeted advertising and insights into consumer behaviour. By examining real-world applications and case studies, the article provides a comprehensive view of AI’s role in shaping contemporary marketing practices. Readers will gain a deeper understanding of how AI is transforming marketing and the potential benefits and challenges associated with its implementation. As AI continues to evolve, its influence on marketing strategies will undoubtedly expand, presenting new opportunities for businesses to engage with their audiences more effectively.