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Revolutionizing Consumer Insights With AI and the Insight Equation: Transforming Marketing Strategies
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Author(s): Mariyappan M. S. R. (Vel Tech Rangarajan Dr. Sagunthala R&D Institute of Science and Technology, India), K. Rupigaa (Vel Tech Rangarajan Dr. Sagunthala R&D Institute of Science and Technology, India)and Hendra Syahputra (Ar-Raniry State Islamic University, Indonesia)
Copyright: 2025
Pages: 26
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.ch010
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Abstract
The dynamic landscape of marketing is increasingly shaped by the integration of artificial intelligence (AI) and advanced analytical tools. This chapter explores the transformative potential of AI and the Insight Equation in revolutionizing consumer insights and driving more effective marketing strategies. By leveraging machine learning, big data analytics, and the Insight Equation, businesses can decode complex consumer behavior patterns and predict future trends with unprecedented accuracy. This approach enables marketers to craft personalized, data-driven campaigns that resonate more deeply with target audiences, ultimately enhancing customer engagement and loyalty. The study also highlights the challenges and ethical considerations associated with the use of AI in consumer analytics, offering a comprehensive overview of its impact on modern marketing practices.
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