A STUDY ON THE IMPACT OF AI-POWERED PERSONALIZED MARKETING ON CONSUMER PURCHASES

With an emphasis on how customized digital experiences affect consumer behavior across age groups, this study evaluate the effect of AI-powered personalization on consumer buying decisions. A systematic questionnaire was used to gather data from 100 online shoppers, and correlation, chi-square testing, and percentage analysis were used for analysis. The results show that most respondents had a favorable opinion of AI personalization, with considerable age-group heterogeneity. While correlation analysis demonstrates a favorable relationship between AI efficacy and consumer purchasing behavior, statistical study validates a significant association between age and perception of AI-driven customization. The study emphasizes how crucial personalization is becoming in determining the tastes and decision-making processes of contemporary consumers.