author(s)
Dr. S Umadevi

abstract
In the contemporary corporate landscape, success and competitiveness hinge on a deep understanding of customer behaviors, preferences, and needs. McKinsey's paper, "The Age of Analytics: Competing in a Data-Driven World," underscores the pivotal role of data in business operations. Leveraging data effectively confers significant advantages, with companies proficient in its utilization being 23 times more likely to attract and six times more likely to retain clients. Notably, data-driven decision-making correlates with a 19-fold increase in profitability. Concurrently, Artificial Intelligence (AI) emerges as a transformative force in consumer research, as evidenced by its ability to swiftly analyze vast datasets, discern nuanced trends, forecast behaviors, and furnish actionable insights. A PwC survey indicates that 61% of CEOs foresee AI significantly impacting business in the next five years, underscoring its potential. Consequently, the convergence of consumer data and AI underscores the paradigm shift in how organizations comprehend, engage with, and serve their clientele.