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Effects of AI-Driven Advertising on Consumer Preferences and Purchase Decision
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Abstract
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The rapid integration of artificial intelligence (AI) into digital marketing has transformed the way brands communicate with consumers. AI-driven advertising enables personalized, data-driven, and real-time interactions that influence consumer perceptions and engagement. As companies use intelligence more and more to advertise to specific people it is really important to know how artificial intelligence affects what people like and what they buy. Artificial intelligence is a part of digital marketing now and it helps companies understand what people want. This research studied the effects of AI-driven advertising on preferences and purchase decision of consumers. The study was done in New Delhi and by using the convenience sampling method a sample of 1151 respondents was selected for the study. To collect the data Google Docs was used and same was analyzed with the help of SPSS 25.0. For hypothesis testing one sample t-test, ANOVA and chi-square tests were applied. The results of the study indicated that a significant number of consumers were aware of AI-driven advertising and they have also noticed personalized advertisements based on their recent searches. The consumers highlighted the significant positive impact of AI drive advertisements on their perception and purchase decision. Consumers were satisfied with AI-driven advertisements however their satisfaction was highly affected with their perception towards AI-driven advertisements.
Keywords:
AI-driven advertisements
Consumer preference
Purchase decision
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