AI-Driven Marketing and Its Influence on Consumer Preferences for Durable Goods

This theoretical research paper explores how AI-based marketing should impact consumer preferences when shopping in the durable goods category based on three major independent variables, which include customized advertising, predictive analytics, and recommendation systems. Durable items, those where consumer participation and usage are generally greater, must have unique marketing strategies, so as to be able to satisfy consumer needs. This research examines the ways in which these AI-driven marketing tools increase consumer engagement through the provision of highly relevant and timely information, predictive consumer needs, and the provision of appropriate products. The dependent variable under study is consumer preference towards the durable goods, which represent the shift in the attitude and preferences of consumers affected by the marketing activity carried out by AI. The paper also addresses how these technologies would be used in the marketing strategy and the ethical concerns of such technologies like transparency and privacy of data. There is a theoretical framework that formed the basis of the further empirical investigation and provides some information on the way AI can transform consumer behavior in the durable goods market.