AI-Enabled Predictive Analytics in Marketing: Transforming Customer Engagement and Brand Strategy

Marketing and analytics have become integrated business functions. We investigate the primary analytics used - predictive modelling. Pervasive modelling is preferred because it can assess users' lifestyles, behaviours, and personalities without requiring personally identifying information. Firms can use artificial intelligence technology to optimize pricing, forecast demand, improve customer engagement, personalize experiences, and boost brand loyalty. The research on the use of AI-powered models in improving company decisions and increasing sales and marketing tactics is wide and detailed. To boost client engagement and promote brand loyalty, artificial intelligence-driven predictive analytics is transforming marketing in the era of 'pervasive modelling'. The study introduces customer-centric predictive model variables, which give firms a competitive advantage over standard marketing analytics and consumer insights. Predictive analytics tools identify patterns, investigate client lifestyles, behaviours, and individual attributes, all without using personally identifying information. This augmented customer knowledge has the inherent ability to immediately ' replicate' itself, allowing all consumers to be treated as a single entity rather than as part of a group. Variables from AI-driven predictive models can be used in predictive analysis to investigate purchasing behaviours. The study developed a framework for a predictive model of consumer purchasing behaviours.