AI-Driven Consumer Behavior Insights: Applying the Insight Equation to Modern Marketing

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Author(s): Manoj Govindaraj (Vel Tech Rangarajan Dr. Sagunthala R&D Institute of Science and Technology, India), N. Vandhana (Vel Tech Rangarajan Dr. Sagunthala R&D Institute of Science and Technology, India)and Jenifer Lawrence (Woldia University, Ethiopia)
Copyright: 2025
Pages: 20
Source title: Decoding Consumer Behavior Using the Insight Equation and AI Marketing
Source Author(s)/Editor(s): Arjun J Nair (St. Lawrence College, Canada), Sridhar Manohar (Chitkara Business School, Chitkara University, Punjab, India), Amit Mittal (Chitkara Business School, Chitkara University, Punjab, India)and Nitin Patwa (SP Jain School of Global Management, UAE)
DOI: 10.4018/979-8-3693-8588-3.ch001

Keywords: Business Science Reference / Data Analysis & Statistics / Library & Information Science / Marketing and Consumer Behavior

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Abstract

The integration of artificial intelligence (AI) into marketing has revolutionized how businesses decode consumer behaviour. This chapter explores the application of the insight equation—combining data, analytics, and AI technologies—to provide deeper insights into consumer preferences and decision-making processes. By leveraging AI-driven tools such as predictive analytics, machine learning, and behavioural modelling, marketers can now uncover patterns and trends that were previously hidden, allowing for more personalized and efficient marketing strategies. The chapter highlights how AI-powered consumer insights are transforming modern marketing, enhancing customer engagement, and driving better business outcomes

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