Effect of AI‑Enabled Marketing on Consumer Buying Decisions in Chennai

Abstract

AI‑enabled marketing is reshaping consumer buying decisions by embedding artificial intelligence into recommendation engines, advertisements, chatbots, and personalized content across digital platforms. In metropolitan markets such as Chennai, consumers increasingly encounter algorithmic guidance at every stage of the shopping journey, from product discovery to post‑purchase engagement (Capgemini, 2026; Adobe, 2026). This study examines the effect of AI‑enabled marketing on consumer buying decisions in Chennai, focusing on AI‑driven personalization, trust, perceived usefulness, privacy concerns, and demographic differences. A structured questionnaire was administered to 300 digitally active consumers, and data were analyzed using reliability testing, correlation, multiple regression, chi‑square, ANOVA, z‑test, factor analysis, and path‑style structural interpretation. Results indicate that AI‑enabled marketing and consumer trust have significant positive effects on purchase decisions, while privacy concerns exert a weaker but negative influence. Demographic variation is observable across age and shopping frequency segments. The study offers theoretical, methodological, and practical implications for marketers, researchers, and policymakers in AI‑mediated retail environments.