Artificial Intelligence-Driven Personalization and Consumer Purchase Intention: Exploring the Mediating Role of Brand Engagement
Keywords:
Artificial intelligence, personalization, brand engagement, consumer behavior, purchase intention, digital marketingAbstract
Artificial intelligence (AI) is transforming digital marketing by enabling firms to analyze consumer information, anticipate preferences, and personalize interactions at scale. This conceptual study examines the relationship between AI-driven personalization and consumer purchase intention, with particular attention to the mediating role of brand engagement. Drawing on prior research in artificial intelligence, digital marketing, customer experience, and consumer behavior, the study proposes that AI-enabled personalization can improve the relevance and timeliness of marketing interactions, thereby strengthening consumers’ cognitive, emotional, and behavioral engagement with brands. Enhanced engagement may subsequently increase purchase intention by reducing information overload, improving perceived relevance, and creating more meaningful brand experiences. The study develops a conceptual framework linking AI-driven personalization, brand engagement, and purchase intention while recognizing privacy, transparency, and ethical concerns associated with algorithmic marketing. The framework contributes to the emerging intersection of AI technology and strategic marketing and offers practical implications for organizations seeking to use intelligent personalization responsibly.
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