The Impact of AI-Driven Personalized Marketing on Consumer Purchase Intention A PLS-SEM Analysis of Digital Consumers

The findings indicate that AI-driven personalization significantly influences customer engagement and trust, which in turn enhance purchase intention. The PLS-SEM results reveal substantial explanatory power, suggesting that marketers should focus on AI-enabled personalization strategies to improve customer relationships and purchasing outcomes. Future studies may employ larger samples and integrate machine learning algorithms to compare predictive performance with SEM models. For your paper, you can include the following APA 7th Edition references. These are closely aligned with the concepts of AI-driven personalization, customer engagement, trust, and purchase intention discussed in the study.

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