Impact of (AI) Artificial Intelligence on Marketing Strategies in Automobile Sector: A Consumer Behaviour Analysis in the Digital Era

AI has been integrated into marketing plans and has significantly enhanced the strategic market analysis in the automotive industry based in the UK. This research examines the presence of AI and its impact on the marketing strategies of the UK automobile industry specifically relating to consumer behaviors. Its purpose is to explore the role of artificial intelligence in marketing and its impact on consumer behavior and marketing/sales. Based on the cross-sectional approach, this study synthesizes data extracted from prior research to develop an understanding of the interplay between AI-based marketing & consumers. The type of research used is a qualitative research approach and specifically focuses on a systematic literature review of the articles done in the automotive industry concerning the use of AI in marketing. In this research, AI has been explained as an independent variable AI has been defined in this research as an independent variable. While, Marketing & Sales (MS) & Consumer behavior were considered as dependent variables. The findings of the regression analysis provide further evidence that AI based marketing has a positive and significant correlation with customer buying behavior. Moreover, in the automobile sector of the UK, marketing and selling both have a positive and significant relationship with the (AI) sector. Thus, this study can prove that artificial intelligence significantly impacts marketing and customer relations within the UK automotive industry. AI technologies may help businesses improve their marketing approaches, optimize their operations, & provide better customer experiences.