Artificial Intelligence in Content Marketing: A Study on AI-Enabled Content Creation and Consumer Interaction

The rapid advancement of digital technologies has significantly transformed content marketing practices, with Artificial Intelligence (AI) emerging as a powerful tool for enhancing content creation and consumer interaction. AI-enabled content marketing facilitates data-driven, personalized, and scalable content delivery, enabling brands to engage consumers more effectively in highly competitive digital environments. Despite growing adoption, empirical evidence examining the impact of AI-enabled content creation on online consumer engagement remains limited, particularly from the consumer perspective in emerging digital markets. The present study aims to examine the impact of AI-enabled content creation on online consumer engagement in digital content marketing. Primary data were collected from 170 respondents in Coimbatore district using a structured questionnaire administered through Google Forms. Descriptive statistics and the Friedman Rank Test were employed to analyze consumer perceptions and identify key drivers of AI-enabled content experiences. The findings reveal that AI-driven personalization, contextual relevance, and timely content delivery significantly enhance online consumer engagement. Among the variables studied, personalized AI-generated content recorded the highest mean score, indicating its strong influence on consumer-brand interaction, while ease of access to AI-recommended content showed relatively lower influence. The Friedman Rank Analysis identified precision of AI-based content recommendations as the most significant driver of consumer engagement, whereas emotional resonance of AI-generated messages ranked lowest, suggesting that consumers prioritize functional efficiency over emotional appeal in AI-driven content environments. The study concludes that AI-enabled content creation plays a crucial role in strengthening consumer interaction by improving relevance, personalization, and responsiveness. The findings provide valuable insights for marketers and content strategists to optimize AI-driven content marketing strategies and contribute to the existing literature on AI and digital consumer engagement.