Abstract

The global male grooming industry has witnessed a significant transformation in recent years, with artificial intelligence (AI) playing a pivotal role in influencing consumer behaviors and brand interactions. This study investigates how AI-driven marketing strategies impact male grooming routines and awareness of emerging grooming brands. Using a quantitative approach, data were collected through an online survey distributed among 385 male respondents aged between 18 and 45 across urban and semi-urban regions. The survey aimed to assess the exposure to AI tools such as personalized product recommendations, social media targeting, grooming apps, and chatbot interactions. Data were analyzed using SPSS software (version 26) to examine relationships between AI exposure and changes in grooming behavior, product discovery, and brand loyalty. Findings indicate that 74.8% of respondents altered their grooming routines after engaging with AI-powered suggestions, while 67.1% discovered new grooming brands through targeted ads and digital assistants. Regression analysis revealed a significant positive correlation between AI-driven personalization and consumer engagement (p < 0.05), suggesting AI as a key enabler in enhancing brand awareness and influencing purchase intent. The study concludes that AI technologies substantially impact male grooming decisions and present a powerful tool for brands seeking to build loyalty and drive consumer awareness. These insights offer practical implications for marketers, product developers.