International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

A Widely Indexed Open Access Peer Reviewed Multidisciplinary Bi-monthly Scholarly International Journal

Call for Paper Volume 8, Issue 5 (September-October 2026) Submit your research before last 3 days of October to publish your research paper in the issue of September-October.
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Volume 8 Issue 5
September-October 2026

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Impact of Artificial Intelligence in Digital Marketing on Consumer Buying Behaviour

Author(s) Ms. Ekta Nilesh Durge
Country India
Abstract The rapid integration of artificial intelligence (AI) into digital marketing has transformed how brands interact with consumers across online platforms. This study examines the impact of AI-powered digital marketing tools — including personalized advertisements, product recommendation systems, and AI chatbots — on consumer buying behaviour. A primary research approach was adopted, using a structured questionnaire distributed among 35 respondents across different age groups. The survey captured consumer awareness of AI-driven personalization, trust in data usage, perceived intrusiveness of targeted ads, and their overall influence on purchase decisions. The findings reveal that while the majority of consumers notice and are influenced by AI-based recommendations — with over 60% reporting they buy more than planned due to online suggestions — a significant proportion also express uncertainty or distrust regarding how their personal data is used, and many report discomfort with overly targeted ads. The study concludes that AI-powered marketing tools meaningfully influence consumer buying behaviour, but their effectiveness is moderated by consumer trust and comfort levels, highlighting the need for brands to balance personalization with transparency.
Keywords : Artificial Intelligence, Digital Marketing, Consumer Buying Behaviour, Personalization, Consumer Trust.
Field Business Administration
Published In Volume 8, Issue 5, September-October 2026
Published On 2026-09-24
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E-ISSN 2582-2160
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CrossRef DOI prefix of IJFMR is 10.36948/ijfmr

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