• Ms. Aradhana Suresh Nainwal
• Dr. Tanaji Dinkar Dabade

“CONSUMER EXPERIENCE INTELLIGENCE: HOW AI-LED ECOSYSTEMS ARE REDEFINING MARKETING STRATEGY AND MEANING” ABSTRACT: Artificial Intelligence (AI) has evolved from a supporting analytical tool into a central strategic force reshaping consumer experience and marketing practices. In contemporary digital ecosystems, consumers interact with brands across interconnected platforms, generating continuous data streams that enable real-time personalization, prediction, and experience orchestration. This paper examines how AI-led transformation is redefining consumer experience and marketing strategies by integrating technological intelligence with evolving consumer behavior. Addressing limitations in existing marketing literature, which often treats AI applications in isolation this study proposes a novel theoretical lens termed the Consumer Experience Intelligence (CEI) Framework. The framework conceptualizes AI-driven marketing as a multi-layered system encompassing data intelligence, predictive analytics, experience orchestration, and ethical governance. Adopting a conceptual and exploratory research methodology, the paper synthesizes interdisciplinary literature from marketing, information systems, consumer psychology, and data ethics, supported by illustrative industry practices. The study contributes to marketing scholarship by offering a holistic, future-oriented framework that aligns AI capabilities with consumer-centric value creation and trust. Managerial implications highlight the shift from campaign-based marketing to continuous experience management, emphasizing ethical AI as a strategic differentiator. The paper concludes by outlining directions for empirical validation and future research, positioning CEI as a foundational concept for next-generation marketing theory and practice.

Artificial Intelligence; Consumer Experience; Digital Ecosystems; Marketing Strategy; Consumer Experience Intelligence; Ethical AI

"CONSUMER EXPERIENCE INTELLIGENCE: HOW AI-LED ECOSYSTEMS ARE REDEFINING MARKETING STRATEGY AND MEANING", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.13, Issue 3, page no.d555-d562, March-2026, Available :http://www.jetir.org/papers/JETIR2603367.pdf

"CONSUMER EXPERIENCE INTELLIGENCE: HOW AI-LED ECOSYSTEMS ARE REDEFINING MARKETING STRATEGY AND MEANING", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.13, Issue 3, page no. ppd555-d562, March-2026, Available at : http://www.jetir.org/papers/JETIR2603367.pdf