Driving Startup Innovation And Entrepreneurship Through AI-Powered Marketing And Consumer Behaviour Insights

Artificial Intelligence (AI) has emerged as a transformative force, reshaping the startup ecosystem and redefining innovation and entrepreneurship. This study examines the intersection of AI with the entrepreneurial journey, from ideation to scaling, highlighting how technologies such as machine learning, generative AI, and predictive analytics enable startups to create value, optimize operations, and achieve rapid growth. In marketing, AI facilitates data-driven strategies, hyper-personalization, predictive analytics, and automated decision-making, influencing consumer behavior through enhanced engagement, convenience, impulse buying, and trust. Applications such as recommendation systems, chatbots, programmatic advertising, and sentiment analysis demonstrate AI’s potential to improve business efficiency, as illustrated by case studies of Amazon, Netflix, Coca-Cola, and H&M. While offering significant opportunities, AI also presents challenges related to data privacy, algorithmic bias, and the preservation of human touch. The study concludes that the future of marketing lies in harmonizing technological innovation with ethical practices and consumer trust, ensuring sustainable and responsible growth in AI-driven entrepreneurship