International Journal For Multidisciplinary Research

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Revolutionizing Online Marketing with AI: Analysing the Impact of Chatbots and Intelligent Automation Strategies on Consumer Behavior

Author(s) Dr. Meenakshi Rathi, Ms. Radhika Gupta
Country India
Abstract The rapid advancement of artificial intelligence (AI) has emerged as a transformative force in online marketing, reshaping how businesses engage with consumers. This study explores the impact of AI-driven chatbots and intelligent automation strategies on consumer behavior, analyzing their effectiveness in enhancing user experience, and personalizing interactions of consumers. This paper analyzes the effectiveness of chatbots in driving customer engagement, improving conversion rates, and fostering brand loyalty. Additionally, it examines the ethical considerations and challenges associated with AI-driven marketing automation.
The integration of artificial intelligence (AI) in online marketing has revolutionized consumer interactions, particularly through chatbots and AI-driven customer support. This study examines the impact of AI-based technologies on consumer behavior, with a specific focus on how chatbots, artificial intelligence, and AI-driven customer support (independent variables) influence consumer behavior and consumer trust (dependent variables). Additionally, the study explores the moderating role of demographic factors in shaping consumer responses to AI-driven marketing strategies. By analyzing real-time engagement, personalized experiences, and automated assistance, this research highlights the effectiveness of AI in enhancing customer satisfaction and brand loyalty.
Findings suggest that businesses leveraging AI-based marketing strategies can achieve higher engagement rates, improved customer retention, and enhanced operational efficiency. However, the success of such implementations depends on balancing automation with human touchpoints to maintain authenticity and emotional connection.
This study provides valuable insights for marketers, business leaders, and AI developers, offering recommendations on optimizing chatbot functionality and automation strategies for a more seamless and consumer-centric digital experience.
Keywords Artificial Intelligence, Chatbots, Intelligent Automation, Consumer Behavior, Digital Marketing, Personalization, Customer Engagement
Field Computer > Artificial Intelligence / Simulation / Virtual Reality
Published In Volume 7, Issue 3, May-June 2025
Published On 2025-06-25
DOI https://doi.org/10.36948/ijfmr.2025.v07i03.48491
Short DOI https://doi.org/g9rn2q
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