The Impact of AI-Driven Personalization on Customer Engagement, Trust,and Purchase Intention: Evidence from Digital Consumers

The rapid adoption of artificial intelligence (AI) in marketing has enabled brands to provide highly personalized experiences to consumers. This study examines the effect of AI-driven personalization on customer engagement and loyalty. The research focuses on understanding whether perceived personalization increases purchase intention across different demographic groups. Using a quantitative approach, data were collected from 200 online consumers interacting with AI-based recommendation systems. The findings suggest that AI-driven personalization positively influences engagement, trust, and satisfaction, highlighting its critical role in modern marketing strategies. Keywords: AI, Personalization, Customer Engagement, Customer Loyalty, Purchase Intention