Scholars' Showcase 2025

In an increasingly digitalized world, technological advancements and innovative marketing strategies strongly influence consumer behavior. Artificial Intelligence has emerged as a transformative force in marketing, enabling businesses to personalize campaigns, predict consumer preferences, and optimize customer engagement. Simultaneously, conditioning strategies such as classical and operant conditioning have been instrumental in shaping consumer habits and preferences. This research aims to explore how Artificial Intelligence (AI) can enhance conditioning strategies in marketing to influence consumer behavior patterns, addressing the opportunities and challenges inherent in this integration. By bridging this research gap, the study seeks to contribute to both academic discourse and practical marketing applications.