Artificial Intelligence and Machine Learning in Marketing
Snehlata Barde, Anushk Jain, Neelesh Singh, Shreyansh Patel, Aaryan Barde · Advances in computational intelligence and robotics book series · 2025
This chapter will delve deeply into the revolutionary impact of Artificial Intelligence (AI) and Machine Learning (ML) on modern marketing, particularly focusing on their role in decoding and predicting consumer behaviour. In an era where consumers engage with brands across multiple digital and physical touch points, the sheer amount of data they generate has grown exponentially. Every click, search query, social media post, and purchase leaves behind a trail of valuable data, but traditional marketing approaches often struggle to harness this information efficiently and meaningfully. AI and ML have changed this landscape by offering marketers the tools to sift through vast amounts of data, extracting patterns, trends, and correlations that provide a granular understanding of consumer behaviour.