A Study on the Factors Associated with AI-Driven Digital Marketing”

Digital marketing has been transformed by Artificial Intelligence (AI) through predictive analytics, personalized content, and enhanced customer interaction. The study finds that consumers highly prefer AI-driven personalization (mean = 4.2) and predictive analytics (mean = 4.1), while automation and chatbots receive moderate support (mean = 3.9). Purchase intention is strongly linked with personalization and predictive analytics, while privacy concerns negatively impact trust and intention. Statistical analysis (ANOVA and Tukey’s test) confirms significant differences among AI components. Overall, AI improves consumer engagement and purchase intention, but addressing privacy issues is essential to build customer trust.