Adoption of AI-Driven Social Media Marketing Tools and Their Influence on Cosmetic Consumption of Women in Chennai

Abstract

An AI marketing tool is an application or a platform that uses AI technology to improve marketing activities and make data-driven decisions. AI-driven tools such as personalized advertisements, Chabot’s, recommendation algorithms, and influencer analytics are highly shaping the way consumers discover and purchase cosmetic products. These tools control AI algorithms, natural language processing, machine learning, and data analytics to automate processes, analyze data, and provide insights to enhance cosmetic marketing strategies and campaigns. This study explores how AI-powered social media marketing tools influence the cosmetic consumption patterns of women in Chennai. The data collected from women across different age groups in Chennai; the study analyzes the relationship between exposure to AI-driven marketing strategies and changes in buying behavior. The research also examines various factors such as Awareness & adoption of AI-driven social media marketing, AI-personalization & consumer engagement, Influence on purchase intention & consumption behavior, Brand-wise perception of AI-driven cosmetic marketing, trust and satisfaction. The study indicates that the brand Lakme, by its active usage of AI-powered marketing tools on social media platforms, plays a major role in purchase decisions and holds strong consumer trust and loyalty. The study also indicates that platforms such as Instagram with AI-based marketing play an important role in shaping the young consumer’s buying behavior, especially when the content is relatable, affordable and trustworthy.