Impact of AI Based Marketing Assistance and Consumer Decision Making and Brand Perception

ABSTRACT The rapid advancement of artificial intelligence (AI) has significantly transformed modern marketing practices, particularly through AI-based marketing assistants such as ChatGPT and Jasper AI. These tools enable brands to deliver personalized, data-driven, and real-time interactions that enhance customer engagement. This study explores the impact of AI-powered marketing assistants on consumer decision-making processes and brand perception. By analyzing consumer responses to AI-generated content, recommendations, and conversational interfaces, the research identifies how automation influences trust, satisfaction, and purchase intentions. AI-driven personalization improves information accessibility and reduces decision fatigue, thereby accelerating buying behavior. However, concerns regarding authenticity, transparency, and data privacy may moderate consumer trust. The study also examines how perceived intelligence and responsiveness of AI tools shape brand credibility and emotional connection. Findings suggest that brands leveraging AI assistants strategically can strengthen brand image and competitive advantage. The research highlights the importance of ethical AI use and human–AI balance in marketing communication. Overall, AI-based marketing assistants are reshaping consumer-brand relationships in the digital era. KEYWORDS: Artificial Intelligence (AI), ChatGPT, Jasper AI, AI-based Marketing Assistants, Consumer Decision-Making, Brand Perception, Personalization, Customer Engagement, Purchase Intention.