A STUDY ON THE IMPACT OF ARTIFICIAL INTELLIGENCE IN DIGITAL MARKETING ON CONSUMER PURCHASE INTENTION

Artificial intelligence has become an important component of modern digital marketing, transforming the way businesses interact with consumers and influence purchase intention. Current trends show that organizations increasingly rely on AI-powered tools such as chatbots, predictive analytics, personalized recommendations, and automated advertising systems to improve customer engagement and marketing effectiveness. These technologies help businesses deliver customized experiences that attract consumer attention and support informed purchasing decisions in competitive digital markets. The study highlights that consumers generally respond positively to AI-driven marketing practices when they experience convenience, relevance, and improved interaction during online shopping. Personalized marketing, real-time communication, and AI-supported customer services contribute to higher consumer satisfaction and stronger engagement with brands. At the same time, concerns regarding data privacy, transparency, and ethical use of artificial intelligence continue to influence the level of consumer trust and acceptance toward AI-based digital marketing activities. In the current business environment, the adoption of artificial intelligence in digital marketing is expected to grow further as technology continues to advance. Businesses that effectively integrate AI tools while maintaining ethical standards and consumer trust may achieve stronger customer relationships and improved purchase intention.

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