Artificial Intelligence and Consumer Trend Prediction in the Education of Marketing Professionals

Abstract

This study analyzes the strategic role of artificial intelligence in predicting consumer trends and its integration into the academic training of marketing professionals. A qualitative multiple case study approach was employed, examining five companies that use artificial intelligence for consumer behavior analysis and three academic programs that incorporate these technologies into their curricula. Data were collected through in-depth interviews and documentary review and analyzed using thematic coding. Findings indicate that machine learning and natural language processing tools enable demand forecasting, segmentation optimization, and personalized marketing strategies. However, significant gaps remain in higher education regarding technical competencies and practical application of predictive tools. The study proposes an integrative educational model aimed at strengthening academia-industry collaboration and promoting ethical and sustainable data use.