ARTIFICIAL INTELLIGENCE IN MARKETING PLANNING: CUSTOMIZING STRATEGIES AND FORECASTING CONSUMPTION TRENDS

Abstract

In the current scenario, Artificial Intelligence (AI) has played a fundamental role in business strategies and planning, especially by focusing on consumer behavior and consumption forecasting. Its application enables businesses to adjust their approaches to meet market demands more effectively. This study explores AI concepts in marketing, highlighting its use within companies and addressing crucial aspects such as ethics, data privacy, technical, and organizational issues. Additionally, it presents how AI has been applied in the marketing strategies of companies in the cariri region of Ceará, emphasizing its challenges and potential.