Redefining business with artificial intelligence: Strategies for innovating consumer experience

Artificial intelligence (AI) stands as a transformative force in the era of the Fourth Industrial Revolution, offering unprecedented improvements in efficiency, accuracy and decision-making across various sectors. As AI becomes increasingly integral to marketing, companies leveraging AI-powered strategies are poised to gain a significant competitive edge. This paper explores the intersection of AI and marketing, with a particular focus on its effect on consumer behaviour — the core target of modern marketing efforts. Employing a qualitative data analysis approach, the study involves four key stages: data collection, organisation, interpretation and presentation. This methodology is chosen to provide an in-depth understanding of consumer perceptions and attitudes towards AI in marketing. Rather than merely describing AI’s benefits, the paper adopts an analytical and narrative approach to reveal how AI enhances business strategies and operations while improving consumer satisfaction. The analysis delineates patterns of AI integration and contributes to the theoretical framework of AI’s role in marketing, highlighting its strategic importance and implications for future research.