The Impact of Artificial Intelligence Marketing on Consumer Purchase Intention: An Empirical Study

Abstract

Artificial intelligence has become an important part of modern marketing and is now shaping the way consumers search, compare and decide in online markets. This study examines how Artificial Intelligence Marketing affects consumers’ purchase intention. The research follows a quantitative approach and uses primary data collected from 143 respondents through a structured five-point Likert scale questionnaire. The responses were analysed in SPSS version 27 by applying simple linear regression and Pearson correlation. The regression findings show that Artificial Intelligence Marketing has a positive and statistically significant effect on Consumer Purchase Intention. The correlation result also confirms a strong positive association between AI marketing and consumers’ willingness to purchase. Overall, the study suggests that AI-based marketing improves purchase intention by making brand communication more personalised, relevant and responsive in the digital marketplace.