AI-Powered Service Marketing on Brand Perception and Consumer Behavior in the Healthcare Industry

Integrating modern technology into global healthcare systems has resulted in the fast acceptance of telehealth and digital healthcare solutions. Shifting consumer tastes and advances in medical and digital innovation have resulted in major upheaval of the healthcare business. Smart healthcare, which uses cutting-edge technologies and AI, is at the vanguard of this transition. This study investigates the impact of AI-driven service marketing in the healthcare industry on customer perceptions and behavioral patterns, particularly on Indian consumers. Structured questionnaires were used to obtain data from 500 individuals in southern India. After removing incomplete or incorrect replies, 346 valid questionnaires were examined, resulting in a response rate of 69%. The results show that AI-powered service marketing has a strong beneficial influence on consumer impression. Consumer perception has a tremendous effect on behavioral results. Additionally, service marketing has a direct and beneficial impact on customer behavior. These findings highlight critical characteristics that healthcare businesses may use to develop effective marketing strategies, therefore increasing their competitive edge in the AI-driven healthcare landscape.