The Role Of Artificial Intelligence (AI) In Digital Marketing : How Personalization Of Content Has Implications For Purchase Intention In Ecommerce

Abstract

In the last few decades, technology has grown exponentially, especially in the field of marketing. Artificial Intelligence (AI) is a technology that has a role in improving digital marketing performance. AI is able to personalize the content displayed to customers as a result of the process of receiving data and processing it to be able to provide recommendations. This study aims to identify the role of Artificial Intelligence in digital marketing through personalized content so that it has an impact on purchase intentions in social commerce. Based on data from social media users, this study was evaluated using Structural Equation Modeling (SEM) equations. Our findings from both methods confirm that perceived value shows a significant and positive influence on customer purchase intentions. This research has academic implications regarding the importance of Artificial Intelligence becoming a key domain in the field of digital marketing. And practical implications that will benefit social commerce marketers in Indonesia.