Examining Generative AI Influence on International Consumer Behaviour

Kripa, Manoj Kamber

1. Sandip University, Nashik, India
2. International Institute of Information Technology Bangalore, India

Published 28 October 2026 · Vol. 1, No. 1 (October 2026) · Open access under CC BY 4.0

Abstract

Generative Artificial Intelligence (GenAI) is emerging as an important technology in international marketing by changing how businesses communicate with consumers, understand purchasing preferences, and create personalized customer experiences. Unlike traditional marketing technologies that primarily analyse existing data and predict consumer behaviour, generative AI can produce new text, images, product descriptions, advertisements, recommendations, and conversational responses. These capabilities allow businesses to customize their marketing communication for consumers across different countries, languages, cultures, and market segments. This research examines the influence of generative AI on international consumer behaviour and its role in global marketing personalization. It explores how AI-generated content, conversational assistants, personalized recommendations, and culturally adapted advertising may influence consumer awareness, trust, engagement, purchase decisions, and brand loyalty. It also considers the opportunities and challenges associated with the adoption of generative AI, including privacy concerns, algorithmic bias, cultural misunderstandings, misinformation, and the risk of excessive personalization. The study adopts a qualitative, descriptive research approach based on secondary sources, including academic journal articles, research papers, and reports published by established organizations. Existing research indicates that generative AI can support more relevant and convenient consumer experiences, while also influencing how consumers discover products and evaluate brands. However, its effectiveness depends on the accuracy of generated information, transparency, cultural relevance, consumer trust, and responsible data management. The research concludes that generative AI can strengthen international marketing when it is used to support rather than replace human judgment. Businesses should combine AI-driven personalization with cultural understanding, consumer privacy protection, and human oversight to develop effective and trustworthy global marketing strategies.

Keywords: Generative Artificial Intelligence, International Consumer Behaviour, Global Marketing, Marketing Personalization, Consumer Decision-Making, AI-Generated Content, Customer Experience, Consumer Trust, Cross-Cultural Marketing, Digital Marketing

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Kripa and Manoj Kamber (2026). Examining Generative AI Influence on International Consumer Behaviour. Journal of Computing and Organizational Studies, 1(1), 13–32. https://www.jcos-journal.org.uk/id/JCOS.2026.1.1.002