THE IMPACT OF AI-POWERED PREDICTIVE ANALYTICS ON ENHANCING CONSUMER PURCHASE INTENTIONS IN DIGITAL MARKETING

Abstract With the arrival of artificial intelligence (AI) in digital marketing, we now have predictive analytics, a powerful technology that allows us to predict how consumers are likely to behave. In this study, we study what AI powered predictive analytics can do with consumer purchase intention by supplying data driven insight which can help brands’ marketing to be personalized and targeted towards consumers more effectively. This research shows how using 350 marketing professionals' data, predictive analytics dramatically increases campaign relevance, consumer engagement, and conversion rates. Key findings demonstrate that AI’s power to forecast consumer needs elevates purchase intentions and helps to shape a more consumer centric marketing approach. This paper provides marketers with actionable insights to utilize AI analytics to derive maximum effectiveness from their campaign in the dynamic digital landscape.