A Study of AI-Driven Consumer Behaviour Analytics in Digital Marketing

AI tools (machine learning, predictive analytics, NLP, recommendation engines) are reshaping digital marketing by enabling highly targeted personalization, real-time customer segmentation, automated content and chat bots, and predictive purchase modelling. This paper reviews the literature (with India-focused studies), proposes testable hypotheses, outlines a methodology, and presents illustrative data analysis (with graphics). It concludes with practical recommendations for practitioners and policymakers.