مجلة آفاق للبحوث والدراسات
Volume 9, Numéro 2, Pages 332-354
2026-07-31
Studying Consumer Behaviour And Understanding Purchasing Decisions From The Perspective Of Generative Artificial Intelligence (unleashing Of The Era Of The Intention Economy)
Authors : Guendouz Tarek .
Abstract
This study sheds light on a topic worthy of research: understanding consumer behaviour and purchasing decisions, not through traditional methods, but by leveraging computer science. This is especially relevant given the widespread use of artificial intelligence algorithms in business environments. Professional entrepreneurs seeking a competitive edge must adapt their marketing mix to advanced computing systems at an astonishingly rapid pace. The study concludes that marketing executives should embrace modern digital innovations in general, and generative AI technologies (large language models and virtual assistants) in particular, to enrich the customer experience and achieve what is known in today's digital and algorithmic marketing literature as hyper-personalization, particularly following the emergence of the intent economy as an extension of the attention economy. Unfortunately, marketers face obstacles and difficulties in this strategic approach, namely the protection of individual privacy and autonomy.
Keywords
Consumer Behaviour ; Purchasing Decisions ; Generative AI ; Intention Economy
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