Predictive Analytics in Marketing: Exploring How AI Can Predict Future Customer Behaviour and Trends
Choudhary, Suman (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202504247544
https://urn.fi/URN:NBN:fi:amk-202504247544
Tiivistelmä
Artificial intelligence (AI) is reshaping modern marketing by enabling organisations to forecast consumer behaviour with greater precision and agility. As businesses increasingly adopt AI to automate decisions, personalize engagement, and strengthen customer relationships, questions arise about how these technologies can be ethically and strategically integrated. This study examined the role of AI-driven predictive analytics in marketing, focusing on its ability to interpret consumer data, anticipate purchasing patterns, and inform decision-making processes. A systematic literature review was conducted using PRISMA guidelines, analyzing 106 peer-reviewed studies published between 2020 and 2024.
The results reveal that predictive analytics powered by AI is significantly enhancing the effectiveness of marketing campaigns. It supports data-driven segmentation, demand forecasting, and targeted content delivery, thereby improving performance and competitive positioning. AI systems were found to enable businesses to respond quickly to market shifts, personalize customer experiences at scale, and optimize resource allocation.
Despite these advantages, several ethical and operational challenges persist. Concerns related to data privacy, algorithmic transparency, and integration complexity were commonly reported. The study concludes that while AI offers substantial benefits for marketing, its implementation must be guided by responsible governance, ethical standards, and cross-functional collaboration. These findings contribute to a deeper understanding of how AI can be harnessed not only to predict consumer behaviour but also to build trust and long-term strategic value in marketing.
Keywords/tags
The results reveal that predictive analytics powered by AI is significantly enhancing the effectiveness of marketing campaigns. It supports data-driven segmentation, demand forecasting, and targeted content delivery, thereby improving performance and competitive positioning. AI systems were found to enable businesses to respond quickly to market shifts, personalize customer experiences at scale, and optimize resource allocation.
Despite these advantages, several ethical and operational challenges persist. Concerns related to data privacy, algorithmic transparency, and integration complexity were commonly reported. The study concludes that while AI offers substantial benefits for marketing, its implementation must be guided by responsible governance, ethical standards, and cross-functional collaboration. These findings contribute to a deeper understanding of how AI can be harnessed not only to predict consumer behaviour but also to build trust and long-term strategic value in marketing.
Keywords/tags