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Volume 1 Number 1 2023

Article Contents

RESEARCH ARTICLE   (Open Access)
Contents Vol 1 (1)

Leveraging Artificial Intelligence to Analyse and Predict Consumer Behaviour in the Digital Marketplace

Sonia Khan Papia1*, Ispita Jahan2, Ariful Islam3, Al Akhir3, Fahim Rahman4

+ Author Affiliations

Business and Social Sciences 1 (1) 1-8 https://doi.org/10.25163/business.1110373

Submitted: 04 June 2023 Revised: 16 August 2023  Published: 18 August 2023 

Abstract

Background: The contemporary digital marketplace requires businesses to understand customer buying patterns for their success. AI performs its complex analytical processes by studying large datasets to find concealed patterns that predict consumer buying habits. Methods: The study Conducted 105 United States consumers participated in a survey which gathered their demographic profiles together with their behavioral characteristics and preference information. The research implemented AI analysis methods which integrated machine learning algorithms Random Forest, Gradient Boosting with natural language processing (NLP) to process clickstream data and transaction records as well as customer feedback. Results: AI models demonstrated an 89% prediction accuracy when identifying customers who would make purchases. The research demonstrated that personalized recommendations together with dynamic pricing and targeted advertising methods played vital roles in affecting customer buying choices. The results section uses tables to display detailed data about demographic effects and AI tool usage along with prediction precision and behavioral pattern analysis. The 25–34 age group showed the strongest conversion increase at 27% when exposed to AI-driven engagement approaches among high-value consumer groups. Conclusion: The digital marketplace shows clear evidence of AI's ability to forecast consumer actions. Business operations become more efficient through AI analytics which allows companies to customize customer communications while enhancing their sales approach. The results demonstrate that artificial intelligence functions as a strategic element which creates competitive advantage for online retail businesses.

Keywords: Artificial Intelligence, Consumer Behaviour, Digital Marketplace, Predictive Analytics, Machine Learning.

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