Influence of AI-Based Digital Marketing Practices on Consumer Buying Behavior: An Empirical Study

Author(s)	Ms. Anushka Dnyaneshwar Gadekar, Ms. Ekta Nilesh Durge, Ms. Anjali Satish Kamble
Country	India
Abstract	Artificial Intelligence (AI) is increasingly being used in digital marketing through personalized advertisements, product recommendations, chatbots, targeted content, and data-driven customer interactions. This study examines how consumers perceive and respond to AI-based digital marketing practices, with particular attention to personalized advertising, online recommendations, unplanned purchases, privacy concerns, and chatbot experiences. Primary data were collected through a structured online survey from 35 respondents. The findings show that 91.4% of respondents notice advertisements related to products previously viewed, 62.9% purchased products based on online recommendations, and 82.9% experienced unplanned purchases. Privacy concerns were evident, with 82.8% feeling advertisements knew too much about them, and 54.3% unsure about data safety. The findings suggest that while AI-based personalization improves relevance and convenience, it also highlights significant privacy and trust concerns among consumers.
Keywords	Artificial Intelligence, Digital Marketing, Consumer Buying Behavior, Personalized Advertising, Product Recommendations, Consumer Privacy, Chatbots, Online Shopping, AI Marketing, Consumer Behaviour
Field	Business Administration
Published In	Volume 8, Issue 5, September-October 2026
Published On	2026-09-27

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