The Role of AI in Shaping Content Marketing Trends Among Millennials: An Empirical Study

This paper aims to analyse the extent to which
artificial intelligence has made its influence on the preference of
content marketing among millennials. How predication
analytics, automated content generation and AI driven
personalization drive the customer engagement and purchase
behaviour is what is studied. The research approach that was
used was quantitative through survey of 196 millennial
consumers. Convenience sampling was used because of the need
to guarantee respondent accessibility. Confirmatory factor
analysis (CFA), exploratory factor analysis (EFA), correlation
analysis and ANOVA were used for confirming relationships
between customer behaviour and use of AI in content
marketing. Additionally, results from the study show that
millennial engagement has a high positive association with AI —
powered content marketing. Personalization and predictive
analytics make sense in Customer satisfaction and it was found.
In order to make amends, EFA and CFA were used to validate
the structural model and confirm that AI was indeed the
significant contributor in the improvement of content
marketing efficiency.