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International Journal of Innovations & Research Analysis (IJIRA) [ Vol. 5 | No. 4(I) | October - December, 2025 ]

AI-Enabled Marketing Strategy and Customer Insights: A Study of Customer Behaviour and Marketing Effectiveness

Dr. Shikha Nainawat

Artificial Intelligence (AI) has revolutionized the modern approach to marketing practices by helping businesses analyze customer data, understand customer behavior, and adopt effective marketing strategies. AI-enabled marketing is the application of artificial intelligence technologies like data analytics, machine learning, chatbots, recommendation systems, and predictive analytics for effective marketing decisions and customer relationship management. AI helps businesses collect customer data, understand customer behavior, predict customer purchases, and adopt customer-specific marketing strategies. Thus, AI-enabled marketing strategies play a significant role in enhancing customer understanding, customer engagement, and marketing practices. Moreover, AI-enabled marketing strategies are essential for businesses as they help them collect customer data, understand customer behavior, predict customer purchases, and adopt customer-specific marketing strategies. AI is a powerful technology for businesses to collect customer data, understand customer behavior, predict customer purchases, and adopt customer-specific marketing strategies. The present study is focused on the role of artificial intelligence in the field of marketing strategies. The research study is focused on analyzing the impact of AI-based marketing strategies on customer behavior. Moreover, the study is focused on analyzing the effectiveness of AI-based marketing strategies. The research study is based on primary research, where the questionnaire was distributed among the customers who use online shopping platforms, digital marketing platforms, and AI-based recommendation platforms. The questionnaire was prepared using a five-point Likert scale for analyzing the opinions of the customers regarding AI-based marketing strategies. The sample size for the study was fixed at 150 respondents using the convenience sampling approach. The research study was analyzed using percentage analysis and Chi-Square test. The research study revealed that artificial intelligence is helpful in the development of effective marketing strategies. Moreover, the study revealed that AI-based marketing strategies are helpful in understanding customer behavior. The study concludes that artificial intelligence is a key part of modern marketing strategies and customer understanding, and organizations should use AI-based marketing strategies to increase customer satisfaction and marketing performance.

Nainawat, S. (2025). AI-Enabled Marketing Strategy and Customer Insights: A Study of Customer Behaviour and Marketing Effectiveness. International Journal of Innovations & Research Analysis, 05(04(I)), 322–332. https://doi.org/10.62823/IJIRA/05.04(I).8682
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DOI:

Article DOI: 10.62823/IJIRA/05.04(I).8682

DOI URL: https://doi.org/10.62823/IJIRA/05.04(I).8682

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