Digital Consumer Behaviour and Artificial Intelligence: Marketing Strategy Implications

Abstract

The rapid advancement of Artificial Intelligence (AI) has significantly transformed digital consumer behaviour and reshaped contemporary marketing strategies. This study examines the evolving relationship between AI technologies and digital consumer engagement, focusing on how data-driven intelligence influences marketing decision-making and organizational strategy. The research adopts a bibliometric research design to analyse scholarly literature related to digital consumer behaviour and artificial intelligence in marketing. Data were extracted from the Scopus database covering the period from 2021 to 2025, ensuring the inclusion of recent developments in AI-driven marketing practices. Using the PRISMA framework, a systematic screening process was conducted, where 612 initial records were identified, reduced to 438 after removing duplicates, and further filtered to 248 relevant articles included in the final analysis. The selected publications were analysed using VOSviewer software to generate keyword co-occurrence network visualizations, enabling the identification of major research clusters and thematic relationships within the literature. The findings reveal five dominant research themes: artificial intelligence and data-driven analytics, digital marketing and social media engagement, consumer behaviour and customer experience, technology acceptance and digital transformation, and data privacy with ethical AI governance. The results indicate that AI-driven technologies such as machine learning, predictive analytics, and recommendation systems are increasingly enabling firms to develop hyper-personalized marketing strategies and enhance customer engagement across digital platforms. Furthermore, the study highlights the importance of human–AI collaboration, emphasizing that while AI enhances analytical capabilities and decision-making efficiency, human oversight remains essential for strategic interpretation, ethical governance, and maintaining consumer trust. The study concludes that organizations seeking competitive advantage in the digital economy must move beyond simple automation toward AI-augmented strategic frameworks that integrate advanced analytics with human expertise. By combining technological capabilities with ethical governance and organizational learning, firms can create sustainable marketing strategies that respond effectively to evolving consumer expectations in the AI-driven marketplace.