An Examination of Artificial Intelligence–Driven Marketing Strategies in Relation to the Consumer Behavior of Generation Alpha
Keywords:
Marketing strategies, Artificial intelligence, Consumer behavior, Generation alphaAbstract
This study aims to examine AI-driven marketing strategies and their relationship with the consumer behavior of Generation Alpha. The findings indicate a significant correlation between personalized marketing approaches and the behavioral tendencies of this cohort, with artificial intelligence functioning as a key enabler. Generation Alpha demonstrates distinctive behavioral characteristics, including: 1) a strong preference for speed and instant gratification; 2) a high degree of familiarity with hyper-personalized content; 3) engagement in multi-screen usage; and 4) a reliance on digital technology as the primary medium of communication. AI-enabled marketing tools such as automated recommendation engines, intelligent chatbots, and predictive analytics are instrumental in delivering consumer experiences that are both meaningful and closely aligned with expectations. In light of the findings, the study advances four strategic recommendations for marketers seeking to effectively engage this emerging consumer segment: 1) the development of advanced analytics systems to anticipate behavioral trends; 2) the implementation of hyper-personalization frameworks through omni-channel data integration; 3) the promotion of transparency and trust via explainable AI and comprehensive data privacy measures; and 4) the design of adaptive UX/UI interfaces that accommodate the multi-screen behaviors characteristic of Generation Alpha 5) Application of AI/ML and Large Language Models (LLMs) 6) Development of Behavioral Experimental Instruments and 7) Integration of Ethics, Privacy, and Policy Applications
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