REIMAGINING CUSTOMER EXPECTATIONS THROUGH ARTIFICIAL INTELLIGENCE: AN EMPIRICAL STUDY OF ITS TRANSFORMATIVE IMPACT ON DIGITAL MARKETING EXPERIENCES IN COIMBATORE DISTRICT, TAMIL NADU

Artificial Intelligence is transforming the nature of digital marketing by enabling organizations to develop more intelligent, personalized, predictive, and customer-oriented interactions. The transition from traditional mass communication to AI-enabled marketing has significantly influenced the expectations of modern customers. The present study focuses on understanding this transformation from the customer perspective in Coimbatore District, Tamil Nadu. The research integrates important dimensions such as AI awareness and adoption, personalization, customer expectations, engagement, satisfaction, trust, privacy, purchase decision-making, loyalty, and AI-enabled digital customer experience. The findings and research framework demonstrate that AI has significant potential to improve digital marketing experiences through greater personalization, convenience, responsiveness, and efficiency. However, the success of AI-driven marketing cannot be determined solely by technological sophistication. Customer trust, data privacy, transparency, accuracy, ethical responsibility, and the availability of appropriate human support remain essential. Thus, the future of digital marketing is likely to depend on the ability of organizations to combine Artificial Intelligence with a genuinely customer-centric approach. Businesses that use AI responsibly to understand customer needs, provide relevant experiences, and maintain trust will be better positioned to meet the continuously evolving expectations of customers.

1.                Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson Education. 2.                Kotler, P., Kartajaya, H., & Setiawan, I. (2021). Marketing 5.0: Technology for Humanity. Wiley. 3.                Chaffey, D., & Ellis-Chadwick, F. (2019). Digital Marketing: Strategy, Implementation and Practice (7th ed.). Pearson. 4.                Ryan, D. (2016). Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation (4th ed.). Kogan Page. 5.                Strauss, J., & Frost, R. (2014). E-Marketing (7th ed.). Pearson. 6.                Solomon, M. R. (2018). Consumer Behavior: Buying, Having, and Being (12th ed.). Pearson. 7.                Schiffman, L. G., & Wisenblit, J. (2019). Consumer Behavior (12th ed.). Pearson. 8.                Armstrong, G., & Kotler, P. (2020). Marketing: An Introduction (14th ed.). Pearson. 9.                Keller, K. L. (2013). Strategic Brand Management (4th ed.). Pearson. 10.             Turban, E., Outland, J., King, D., Lee, J. K., Liang, T. P., & Turban, D. C. (2018). Electronic Commerce 2018: A Managerial and Social Networks Perspective. Springer.