The Impact of AI on Customer Behavior: Analyzing AI-Driven Marketing Strategies and Their Influence on Consumer Decision-Making

Abstract

This study examines how AI-driven marketing strategies shape consumer decision-making by integrating the Stimulus–Organism–Response (S-O-R) framework with the Technology Acceptance Model (TAM). Survey data from 246 consumers in Türkiye exposed to AI-based marketing tools were analyzed using regression and the Hayes PROCESS macro (Model 4, 5,000 bootstrap samples). Perceived personalization relevance increased consumer engagement, whereas perceived intrusiveness reduced consumer trust. Engagement predicted purchase intention, trust strongly predicted brand loyalty, and both perceived usefulness and ease of use enhanced purchase intention. Engagement partially mediated the personalization–purchase intention link, while trust carried about 76% of the negative effect of intrusiveness on loyalty. Trust also proved a stronger mediator of personalization than engagement, indicating that AI marketing should prioritize transparent, non-intrusive, trust-building personalization.