From Personalization to Prediction: The Role of Generative AI in Shaping Consumer Purchase Journeys
Keywords:
Generative AI, Consumer Behavior, Predictive Personalization, Marketing Ethics, Digital TransformationAbstract
This research investigates the transformative impact of generative artificial intelligence (AI) on consumer purchase journeys, highlighting the shift from traditional personalization strategies to predictive and anticipatory models. Drawing on qualitative data from expert interviews and corporate case studies, the study identifies five central themes: the evolution from reactive to predictive personalization, enhanced customer engagement, ethical and trust-related challenges, strategic differentiation through AI, and operational implementation hurdles. Companies like Amazon, Sephora, and Coca-Cola serve as exemplars of how generative AI tools—ranging from recommendation engines to creative content generation—are reshaping how consumers interact with brands. Results show that generative AI not only customizes experiences in real time but also anticipates future consumer behaviors, enabling marketers to strategically align offerings with individual preferences. However, the increased reliance on AI introduces significant ethical concerns, particularly related to privacy, algorithmic bias, and consumer autonomy. The paper concludes by emphasizing the need for responsible AI integration, grounded in transparent governance frameworks and ethical design. As generative AI becomes more entrenched in digital marketing ecosystems, its successful deployment will depend on balancing technological innovation with consumer trust and data stewardship.
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