AI-Powered Insights Into Consumer Behaviour: Ethical And Strategic Implications For Predictive Marketing

Artificial Intelligence (AI) is rapidly transforming the landscape of consumer research by enabling deeper, data-driven insights into behavioural patterns. Recent advancements in Artificial Intelligence tools are making complex aspects of Consumer behaviour easy to handle. This paper investigates how AI technologies like machine learning and natural language processing enhance the understanding of consumer sentiment, decision-making, and engagement across digital platforms. Through a synthesis of recent case studies and empirical models, the study examines the strategic implications of predictive analytics and algorithmic personalization in marketing contexts. Many ethical aspects such as bias, transparency, and consumer autonomy can be handled diligently through these technologies.  The research contributes to the evolving discourse on AI-enabled consumer behaviour by proposing a framework that balances technological innovation with human-centric marketing values.