AI-Driven Personalization in Digital Advertising: Its Impact on Consumers’ Online Purchase Intentions

Advances in artificial intelligence (AI) have fundamentally changed the way businesses interact with consumers, enabling the delivery of highly personalized advertising based on individual preferences, behaviors, and shopping patterns. As online shopping continues to expand, understanding how consumers respond to AI-enabled personalized advertising has become increasingly important for both researchers and practitioners. Drawing on the Technology Acceptance Model (TAM), this study investigates the effects of perceived informativeness, perceived relevance, perceived personalization, and advertising credibility on consumers' online purchase intention. Data were collected from 141 consumers who had been exposed to AI-enabled personalized advertising in an online shopping environment. The findings reveal that all four factors positively and significantly influence online purchase intention, with advertising credibility emerging as the strongest predictor, followed by perceived informativeness, perceived relevance, and perceived personalization. This study provides empirical evidence on the role of AI-enabled personalized advertising in shaping online purchase intention and offers managerial implications for e-commerce businesses seeking to develop more effective and consumer-oriented advertising strategies.