http://eijbms.com/index.php/ms <p><strong data-start="69" data-end="131">EPH-International Journal of Business &amp; Management Science</strong> (ISSN: 2208-2190) publishes high-quality research articles spanning a wide range of business and management disciplines. The journal welcomes submissions in, but is not limited to, the following fields: Accounting, Advertising Management, Business &amp; Economics, Business Ethics, Business Intelligence, Business Information Systems, Business Law, Business Performance Management, Business Statistics, Change Management, Communications Management, and related areas.</p> Southern Cross Academic Press, en-US EPH-International Journal of Business & Management Science 2208-2190 http://eijbms.com/index.php/ms/article/view/233 <p><em>Artificial Intelligence (AI) has revolutionized the way businesses understand and predict consumer behavior. By leveraging vast amounts of data and advanced algorithms, AI enables companies to identify patterns, preferences, and trends in consumer actions that were previously difficult to detect through traditional methods. This article explores how AI technologies, such as machine learning, predictive analytics, and natural language processing (NLP), are transforming the ability to understand and anticipate consumer behavior. The paper examines AI's role in personalizing customer experiences, improving marketing strategies, and driving more effective business decisions. It also discusses the challenges of integrating AI into marketing practices and the future potential of AI in consumer behavior analysis.</em></p> Jai Narayan Yadav Copyright (c) 2025 EPH-International Journal of Business & Management Science 2025-06-19 2025-06-19 11 2 1 3 10.53555/eijbms.v11i2.233