Influence of AI driven Digital Marketing on Consumer Purchase Intention: An Empirical Study

Abstract

In recent years, the digital market has experienced rapid expansion, reshaping business activities with advancing technology. E-commerce has introduced new buying and selling practices, nurturing a new cultural norm. The integration of artificial intelligence (AI) has been transformative, delivering personalized customer experiences that basically modify the landscape of online retail. AI plays a critical role in driving interest to purchase conversion, utilizing vast data on prospective customers collected by e-commerce platforms. This AI-driven approach has transformed traditional marketing, offering marketers personalized tools to customize advertisements based on individual shopping histories and internet searches. Furthermore, AI enables real-time programmatic advertising, leveraging current browsing behaviours to optimize ad targeting on e-commerce platforms. This personalized approach has revolutionized traditional marketing methods, allowing marketers to tailor advertisements based on individual shopping behaviour and internet search history. Additionally, AI facilitates real-time programmatic advertising, leveraging current browsing patterns to enhance the effectiveness of online advertising strategies. A sample of 227 respondents was collected from people of marketing industry and from online platform customers. The factors that identify the Influence of AI driven Digital Marketing on Consumer Purchase Intention are Personalized Recommendations, Behavioral Targeting, Chatbots and Virtual Assistants, and Predictive Analytics.