<![CDATA[Artificial Intelligence (AI) has become an important tool in analysing and predicting consumer behaviour. With its big data processing capabilities, AI can assist companies in developing more effective and efficient marketing strategies. This research aims to analyse the role of AI in understanding consumer behaviour patterns and their implications for marketing strategies. The method used in this research is a literature study that includes various journals, industry reports, and case studies. The results show that AI provides significant advantages in increasing sales conversions, optimising marketing costs, and strengthening relationships between companies and customers. However, challenges such as data privacy and algorithm transparency remain major concerns in the application of this technology. Therefore, an ethical and sustainable strategy in adopting AI is required so that the benefits can be optimised without compromising customer trust. This research provides insights for academics and business practitioners in understanding the impact of AI on consumer behaviour and developing more innovative and data-driven marketing strategies.]]>
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