Role of Artificial Intelligence in Digital Marketing: A Study of Consumer Behaviour in Ranchi City

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Published ID: IJNRD2607335

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Dr Sadaf Khan, Kajal Yadav, Md Samiullah Khan, Shadab Alam, Alham Ahmad

Artificial Intelligence (AI) has significantly transformed digital marketing by enabling hyper-personalization, predictive consumer analytics, automated customer interactions through chatbots, and real-time campaign optimization using machine learning algorithms. This research paper examines the role of AI technologies in shaping consumer buying behaviour in Tier-2 cities of India, with a focused empirical study on Ranchi, the capital of Jharkhand. Most existing studies concentrate on Tier-1 metropolitan areas, leaving a substantial gap in understanding the unique socio-economic, cultural, and infrastructural realities of semi-urban markets where digital adoption is accelerating post-COVID-19. The primary objectives of this study are to assess the level of awareness and usage of AI-driven marketing tools among young consumers, analyse the impact of AI personalization on purchase intention and brand engagement, identify key challenges such as data privacy concerns, implementation costs for small businesses, and lack of trust, and finally provide practical, actionable recommendations for ethical AI integration. The research adopted a descriptive-analytical design. Primary data was collected from 120 respondents aged 18-35 years using a structured questionnaire distributed via Google Forms through convenience sampling. Secondary data was sourced from Scopus-indexed journals, KPMG and EY industry reports. Data analysis was performed using Microsoft Excel for percentage analysis, charts, and interpretations. Key findings reveal that 81% of respondents are aware of AI-powered personalized advertisements, 79% reported increased purchase intention due to AI recommendations, and 74% found chatbots useful for quick queries. However, 61% expressed serious concerns regarding data privacy. The study concludes that AI holds strong potential for businesses in Tier-2 markets but demands transparent and ethical practices to build long-term consumer trust. This research contributes localized insights and serves as a foundation for future Scopus-indexed publications.

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Dr Sadaf Khan, Kajal Yadav, Md Samiullah Khan, Shadab Alam, & Alham Ahmad (July-2026). Role of Artificial Intelligence in Digital Marketing: A Study of Consumer Behaviour in Ranchi City. INTERNATIONAL JOURNAL OF NOVEL RESEARCH AND DEVELOPMENT, 11(7), d330-d339. https://ijnrd.org/papers/IJNRD2607335.pdf

Volume 11 Issue 7, July-2026

Pages : d330-d339

Paper Reg. ID: IJNRD_327078

Published Paper Id: IJNRD2607335

Research Area: Other area not in list

Author Type: Indian Author

Country: GAYA, BIHAR, India

Published Paper PDF: https://ijnrd.org/papers/IJNRD2607335.pdf

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