Examining the Impact of Generative AI–Driven Personalization on Consumer Trust and Purchase Intentions in Digital Marketing Platforms: An Empirical Study

Abstract

The integration of generative artificial intelligence (AI) into digital marketing platforms has substantially transformed personalization strategies and consumer–brand interactions. Although AI-driven personalization enhances content relevance, efficiency, and engagement, its influence on consumer trust and subsequent behavioural outcomes remains insufficiently examined. This study investigates the impact of generative AI–driven personalization on consumer trust and purchase intentions within digital marketing contexts. The study extends Trust Theory into AI-mediated marketing environments and offers strategic implications for marketers leveraging generative AI systems to enhance consumer engagement and conversion outcomes.