Blockchain, AI, and Beyond: A Review of Emerging Technologies in Digital Marketing and Consumer Behavior

Abstract

Emerging technologies such as blockchain, artificial intelligence (AI), augmented and virtual reality (AR/VR), the Internet of Things (IoT), and big data analytics are fundamentally transforming digital marketing strategies and consumer behavior analytics in the data-driven era. These technologies enable organizations to gain deeper insights into consumer preferences, deliver highly personalized experiences, and improve transparency and trust in digital interactions. This review systematically synthesizes recent research published between 2020 and 2026, highlighting the theoretical foundations, practical applications, and managerial implications of integrating advanced technologies into marketing practices. Key areas explored include AI-driven personalization, predictive analytics, immersive AR/VR marketing, secure blockchain-enabled transactions, and data-driven decision-making. The study also addresses critical challenges, such as privacy concerns, ethical considerations, algorithmic bias, and data security, which can impact consumer trust and adoption. By identifying current trends and research gaps, this paper provides guidance for future studies, emphasizing the need for interdisciplinary approaches, ethical frameworks, and cross-cultural perspectives. Overall, the review offers a comprehensive understanding of how emerging technologies are shaping the evolution of digital marketing and consumer behavior analytics, providing valuable insights for researchers, practitioners, and policymakers seeking to leverage data-driven strategies in the digital age.