Developing an Artificial Intelligence-Based Enterprise Management Model for Consumer Psychology (AI-EMMCP) to Enhance the Effectiveness Business Decision Intelligence
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http://doi.org/10.37648/ijtbm.v15i02.010
Abstract
Digital-first markets have changed how consumers discover, evaluate, and stay loyal to brands. At the same time, enterprises are under pressure to modernize internal management systems so they can sense consumer intent in real time, coordinate decisions across teams, and respond consistently across channels. This paper proposes an Artificial Intelligence-Based Enterprise Management Model for Consumer Psychology (AI-EMMCP) that connects enterprise workflows (planning, operations, finance, supply chain, service) with consumer psychology signals (attitudes, involvement, risk perception, trust, experience, and privacy concerns). Building on research in digital transformation, AI-enabled marketing, customer journey management, behavioral decision theory, and responsible AI, the model introduces a closed-loop architecture: (1) data capture and identity resolution, (2) psychological signal extraction, (3) decision intelligence and orchestration, (4) enterprise execution, and (5) governance and learning. We also outline implementation stages aligned with the “marching towards digital” path: digitization ? digitalization ? digital transformation. Finally, we propose evaluation metrics and ethical safeguards, emphasizing Explainability, fairness, and privacy-aware personalization. The contribution is a practical, research-grounded blueprint that helps leaders treat consumer psychology as an operational input, not just a marketing concept.
Keywords: AI in enterprise management; consumer psychology; digital transformation; personalization; customer journey; decision intelligence; responsible AI
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