Modelos de Predição e Propensão no Marketing e Comportamento do Consumidor: Uma Revisão Integrativa

Abstract The advancement of Artificial Intelligence (AI) and Machine Learning (ML) has revolutionized marketing, enabling personalization at scale, behavior anticipation, and strategy optimization. This article conducts an integrative review of recent literature on prediction and propensity models applied to marketing and consumer behavior, highlighting practical applications, technical and ethical challenges, and future opportunities. The analysis shows that AI not only automates processes but also enhances insight generation and data-driven decision-making, redefining the relationship between companies and consumers. The article concludes that the responsible adoption of these technologies requires attention to transparency, explainability, and equity, promoting ethical and sustainable practices in data-driven marketing. Keywords: Artificial Intelligence, Predictive Models, Marketing, Consumer Behavior