THE IMPACT OF AI-POWERED DIGITAL MARKETING ON CONSUMER PURCHASE INTENTION IN QUICK COMMERCE (WITH SPECIAL REFERENCE TO CHENNAI CITY)

Artificial Intelligence (AI)-powered digital marketing has transformed the quick commerce industry by enabling
personalised advertisements, product recommendations, predictive analytics, and targeted promotional campaigns. The present study aims to examine the impact of AI-powered digital marketing on consumer purchase intention in quick
commerce, with special reference to Chennai City. The study focuses on how personalised marketing messages, AIbased recommendations, chatbots, and customised offers influence consumer preferences, buying decisions, and purchase intention. It also examines the role of consumer trust, perceived usefulness, convenience, and privacy
concerns in shaping responses to AI-driven marketing strategies. The study adopts a descriptive research design, with primary data collected from quick commerce consumers through a structured questionnaire. Suitable statistical tools may be employed to analyse the relationship between AI-powered marketing practices and consumer purchase
intention. The findings are expected to provide insights for quick commerce companies to develop effective digital
marketing strategies, improve customer engagement, and strengthen consumer relationships in the competitive online
marketplace.