The Impact of Artificial Intelligence on Consumer Purchase Behaviour: Examining the Role of Personalization, Trust and Perceived Value

AI has become a core component of consumer-facing marketing activities ranging from personalised product recommendations, conversational shopping assistants, targeted advertising, dynamic content and predictive offers. These uses of AI can affect how consumers search, consider and choose between different products. Yet, the extent to which these AI applications will affect purchase behaviour will not only depend on their technological capabilities. For AI-based marketing to influence consumer choice, consumers need to view the marketing communications as relevant, trustworthy and useful (see Ribeiro et al., 2025, for similar findings). The study investigates the effect of AI-enabled personalisation on purchase intention in consumers with specific focus on consumer trust and perceived value. The study will adopt a quantitative, cross-sectional approach. The population of the study is consumers who have encountered the use of AI-enabled recommendations or personalised marketing on digital channels. A structured questionnaire of five-point Likert scale will be used and a sample size of 250 respondents was used as an example for the statistical analysis alone because the primary data was not provided. Descriptive statistic, Pearson correlation and multiple regressions are proposed to be used.The results shown on this page, the following positive effects are observed between the variables: AI personalisation -> trust -> perceived value -> purchase intention. This is based on the example regression analysis results showing perceived value and trust have a great impact on purchase intention, AI personalisation has a positive direct relationship as well. However, bear in mind that these results are only an example, and should never be reported as actual research.