ARTIFICIAL INTELLIGENCE AND CONSUMER BEHAVIOUR: A DATA-DRIVEN APPROACH TO UNDERSTANDING BUYING PATTERNS

Artificial Intelligence (AI) has revolutionized consumer behaviour analysis by offering data-driven insights into purchasing patterns. This paper examines how AI-driven analytics, machine learning algorithms, and big data contribute to understanding consumer preferences and behaviours.The study explores AI's role in predictive modelling, sentiment analysis, and personalized recommendations, reshaping marketing strategies and enhancing consumer interactions. By leveraging sophisticated AI techniques, businesses can anticipate consumer needs, optimize decision making processes, and create more targeted marketing campaigns. AI not only enables real-time tracking of consumer habits but also provides actionable insights that allow companies to tailor products and services based on behavioral trends and market demands.