Examining the Impact of AI and Digital Marketing on Consumer Purchase Intention

Abstract

This study examines the impact of Artificial Intelligence (AI) and Digital Marketing on Consumer Purchase Intention. Through a sample of 400 respondents from North-West India, comprising both males and females across different age groups, data was collected via an online survey questionnaire. Statistical analyses, including independent t-tests, one-way ANOVA, and regression, were employed to assess the relationships between these variables. The findings indicate that gender does not significantly influence purchase intention, while age groups exhibit slight variance. However, the presence of AI and Digital Marketing significantly impacts consumer purchase intention, highlighting the importance of adopting AI-driven digital marketing strategies for businesses. Ethical considerations surrounding data privacy and transparency are crucial in leveraging AI effectively. Overall, this study underscores the transformative potential of AI and Digital Marketing in shaping consumer behavior and driving purchase intention, providing insights for businesses aiming to navigate the dynamic digital landscape effectively. The practical implications of the study's findings are significant for organizations seeking to improve their digital marketing efforts.

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