Consumer Engagement in the Digital Era: An Artificial Intelligence-Driven Framework for Personalized Consumer Experience and Purchase Decision-Making

Page No.: 42-50

Abstract

Digital technology, Ecommerce sites, social and Artificial Intelligence (AI) are very different when it comes to consumer behaviour and purchasing patterns. Today's customers engage with brands across a variety of digital touchpoints and leave behind a tremendous amount of consumer behaviour data which can be used to create better customer and business experiences. Traditional theories of consumer behaviour do not explain consumer buying behaviour, which is complex and unique. Machine learning (ML), big data analytics and artificial intelligence (AI) are a powerful combination that cannot be ignored if you wish to predict customer preferences and customer buying intent and create better customer experiences. This study aims to review literature on study of consumer behaviour, digital marketing, personalization using AI and introduce an AI-driven Consumer Engagement Framework (AIDCEF). It suggests a unified approach to customer data, encompassing consumer data analysis, behavioural intelligence, personalisation technology and customer experience management, to drive better decisions for marketing and build lasting customer relationships. Therefore, the study is an important contribution to the research area of consumer studies as it provides an all-inclusive framework to engage customers and increase their satisfaction, loyalty and knowledge regarding their purchases in the digital economy.