AI-Driven Personalized Marketing: Rethinking Consumer Engagement in the Digital Era

Abstrak

This research investigates how perceived AI usefulness shapes consumers' intention to make purchases within personalised marketing environments powered by artificial intelligence, with particular attention to the mediating functions of trust and risk perception. Employing a quantitative explanatory framework, primary data were gathered through structured surveys administered to 400 e-commerce consumers actively engaged in digital platforms across Jakarta, spanning the period of June 2024 to June 2025, and subsequently analysed through SEM-PLS methodology. The results reveal that AI usefulness meaningfully strengthens consumer trust and alleviates perceived risk, yet exerts no statistically significant direct effect on purchase intention. Rather, the effect is channelled entirely through mediation, wherein consumer trust operates as the principal mediating mechanism and perceived risk functions as a supplementary pathway. The implications underscore that cultivating consumer trust and mitigating perceived risk are indispensable to maximising the effectiveness of AI-powered marketing initiatives.

Identifier

• OpenAlex: https://openalex.org/W7165478184
• DOI: https://doi.org/10.55927/eajmr.v5i5.122