Artificial intelligence in digital marketing influences consumer behaviour: A review and theoretical foundation for future research

Tracking the customer journey has become more challenging because of the changing marketing environment. The market is getting bigger and better, with digital markets offering customers countless new options for shopping. Customers share their desires, attitudes, and beliefs through many avenues and mediums, as the need for exceptional customer experience grows across all digital platforms. Artificial intelligence (AI) is the answer to enhancing the digital experience while delivering personalised content. This seemingly endless source of customer- curated data is expanding. Many marketers turn to AI to extract the information and use it. AI empowers businesses to collect and act on detailed real-time customer insights, and through these insights, they can develop customised digital marketing experiences. Businesses have a long way to go before they adopt AI-based applications, but many see the critical benefit of integrating AI into digital marketing practices for building an exceptional customer experience during the buying process. This literature review looks at AI-based digital marketing applications that can enhance the online customer experience using the customer decision journey. It looks closely at how AI integrated digital marketing influences consumer buying behaviour.