Artificial intelligence (AI) is transforming various domains of human activity, including marketing and consumer behavior. In this article, the authors provide an overview of how AI can be applied to different aspects of marketing research, such as data collection, analysis, and interpretation. They also discuss the implications of AI for consumer behavior theory and practice, such as how AI can influence consumer decision making, emotions, and social interactions. The authors highlight the opportunities and challenges of using AI in marketing and consumer behavior research and suggest some directions for future research in this emerging field.

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