An Empirical Study on AI-Driven Consumer Insights
Year: 2026
Type: article
Study design: Observational Study
Abstract: : Artificial Intelligence (AI) is increasingly transforming the way businesses understand consumers, analyse behavioural patterns, and make marketing and business decisions. The present study, “An Empirical Study on AI-Driven Consumer Insights,” examines the role of AI in generating consumer insights, analysing consumer behaviour, influencing purchasing decisions, improving personalised marketing, and supporting business decision-making. The study also considers the importance of ethical AI practices, privacy, transparency, trust, and responsible use of consumer data. Primary data were collected from 128 respondents from Mumbai, and the data were analysed using tabulation and the Chi-Square test. The findings indicate statistically significant responses across all six hypotheses. The results suggest that respondents perceive AI as an important tool for generating consumer insights, improving consumer behaviour analysis, influencing purchasing decisions, enhancing personalised marketing, and supporting business decisions. The findings also highlight the importance of ethical AI practices in consumer data collection. The study concludes that AI-driven consumer insights can provide significant value to businesses when implemented effectively, transparently, and responsibly. Keywords: Artificial Intelligence, Consumer Insights, Consumer Behaviour, Personalised Marketing, Purchasing Behaviour, Business Decision-Making, Ethical AI.
Author: Simrandeep Kaur Marwaha
Institution: Department of Commerce
Language: English
Topic: AI in Service Interactions
Subfield: Artificial Intelligence
Field: Computer Science
Domain: Physical Sciences
Open Access status: green
OpenAlex ID: W7221317552
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