ARTIFICIAL INTELLIGENCE IN IDENTIFYING CONSUMER BEHAVIOR: A TRANSFORMATIONAL APPROACH IN MODERN MARKETING

Artificial Intelligence (AI) has revolutionized the way businesses understand and predict consumer behavior. By leveraging vast amounts of data and advanced algorithms, AI enables companies to identify patterns, preferences, and trends in consumer actions that were previously difficult to detect through traditional methods. This article explores how AI technologies, such as machine learning, predictive analytics, and natural language processing (NLP), are transforming the ability to understand and anticipate consumer behavior. The paper examines AI's role in personalizing customer experiences, improving marketing strategies, and driving more effective business decisions. It also discusses the challenges of integrating AI into marketing practices and the future potential of AI in consumer behavior analysis.