Authors:
T. Barathi, Y. Esther Reeta, T. Anitha, M. Kavitha, Ng Wei Jie, Ang Xin Yi
Addresses:
Department of Commerce, Arunachala Arts and Sciences (Women) College, Kanyakumari, Tamil Nadu, India. Department of Commerce, SRM Institute of Science and Technology, Ramapuram, Chennai, Tamil Nadu, India. Department of Commerce, Pioneer Kumaraswamy College, Nagercoil, Tamil Nadu, India. Department of Commerce, Arignar Anna College, Aralvaimoli, Tamil Nadu, India. Department of Human Resources, Clarke Quay Group, Central Region, Singapore. Department of Customer Service, Woodlands Holdings Pte Ltd, North Region, Singapore.
Abstract:
This paper explores how Generative Artificial Intelligence (AI) can revolutionize digital marketing, especially in predictive consumer engagement. As the digital landscape becomes saturated with marketing, traditional strategies no longer build consumer relationships. The goal of this study is to comprehend the power of generative models in producing vast quantities of unstructured consumer behavior data and then accurately predicting the customer's next purchase and customer engagement. Researchers tested the effectiveness of neural architectures in generating hyper-personalized content strategies using a synthetic dataset of 482 unique consumer interactions that researchers created. The technologies include generative pre-trained transformers (GPTs) embedded in the system to identify patterns and automated recommendation engines that adjust campaigns in real time. As we've seen, generative AI can increase conversion rates significantly compared with traditional, static, legacy models. This study offers marketers a holistic approach to shift from reactive advertising to proactive, AI-powered engagement, maximizing resource allocation and customer lifetime value. In sum, combining predictive analytics with generative content production lies at the heart of future digital marketing success, offering a scalable approach to meeting customers' multifaceted preferences and adapting to the ever-changing digital landscape.
Keywords: Generative AI; Predictive Analytics; Consumer Engagement; Digital Marketing; Consumer Analytics; Digital Marketing; Single Marketing Ecosystem.
Received on: 18/05/2025, Revised on: 09/08/2025, Accepted on: 08/11/2025, Published on: 07/09/2026
DOI: 10.64091/ATISL.2026.000347
AVE Trends in Intelligent Social Letters, 2026 Vol. 3 No. 3 , Pages: 121-129