From Automation to Autonomy: How Artificial Intelligence Is Redefining Marketing and Consumer Behaviour
Anshita Srivastava MBA (2025-27) SIBM, Noida This will give a brief introduction to what is currently on the horizon for marketing and what's coming next in marketing. Marketing has always gone through phases and changes, and with every change in technology and consumer behaviour, it has undergone an improvement. From mass media to data-driven, digital engagement, marketing has always travelled alongside and adapted to technology and the ever-changing consumer habits. The advent of Artificial Intelligence (AI) is a pivotal moment, however, as it is not just an enhancement of current marketing efforts, but a re-shaping of how marketing decisions are perceived, undertaken and continually improved. It is based on a summary of recent academic research and industry studies and reports (2020-2026) including McKinsey, PwC, Bain, Gartner and World Economic Forum studies and reports, two examples of brands are included. It's important to note at the beginning that there is s...