Digital Personalization by Leveraging Artificial

Intelligence to Boost Product Attractiveness and

Influence Consumer Purchasing Decisions.
1st Kenneth Giovani Setiawan 3rd Jason Andrew Dermawan
Entrepreneurship Departement Entrepreneurship Departement
BINUS Business School Bina Nusantara BINUS Business School Bina Nusantara University
Bandung, Indonesia Bandung, Indonesia
[email protected] [email protected]

2nd Kevin Octavian 4th Puji Prabowo

Entrepreneurship Departement Entrepreneurship Department
BINUS Bussiness School Bina Nusantara BINUS Business School Bina Nusantara University
Bandung, Indonesia Bandung, Indonesia
[email protected] [email protected]

Abstract---Digital marketing, AI exposure, personalization, consumer exposure to AI, and digital

simultaneous personalization are certainly able to increase marketing to purchase intention; (2) to empirically test this
the purchase rate. This study tests through these three relationship using data from digital consumers; and (3) to
variables by utilizing the PLS-SEM approach on 250 active provide strategic recommendations for marketers to improve
digital consumers in West Java. Unlike previous papers consumer engagement and purchasing behavior in an AI-
that conducted research on these variables separately, this enhanced digital environment.
study provides a comprehensive understanding of the II. LITERATURE REVIEW
broad influence on consumer behavior digitally. In
addition, this study also observes the challenges of A. AI-Driven Personalization
indicator validity that are often overlooked in references. The AI-driven Personalization movement has changed
The results state that the three variables have a clear the way businesses handle customer experiences, allowing
influence on the purchase rate. These findings provide a companies to offer highly unique products and services. The
theoretical and practical role for developing AI-based integration of generative AI (GAI) and smart product
digital marketing strategies, and increase marketing platforms (SPPs) provides a new way of personalization by
literature through an integrative approach that considers combining data analytics, machine learning, and flexible
both technology and consumers. product design, especially within an environmentally
sustainable framework [4]. This technology allows
Keywords --- Artificial Intelligence (AI), Personalization businesses to use products that are quickly regulated while
(AI), Exposure (AI), Digital Marketing, Purchase reducing waste and promoting economic principles [4].
Intention, Variable Integration, Marketing Strategy (AI) Through AI that can be applied in product design, businesses
will easily understand consumers better and their needs. So
I. INTRODUCTION (HEADING 1) they can organize the way forward efficiently.
Companies are experiencing changes in conducting Beyond manufacturing, AI personalization extends to
digital marketing, especially during the Transformation customer-facing services. In finance, AI service technology
period. Digital marketing has made rapid progress beyond provides customers with convenience, control, and trust in
online marketing, now utilizing the role of Artificial customer service. AI personalization has enhanced the
Intelligence (AI) especially to create good impressions and customer experience beyond the ordinary by meeting the
experiences for consumers, by simplifying operations, and exact needs of consumers, thereby creating customer loyalty
increasing marketing effectiveness widely. AI has a major and satisfaction with the brand [6]. These systems use
role in this transformation, especially in conducting algorithms that provide recommendations to customers,
advanced data analysis, behavioral prediction, content facial recognition, and natural language processing to tailor
personalization, and conducting automated communication services to individual customer profiles, further reinforcing
across various digital platforms. Previous papers [1] have the importance of personalization in customer satisfaction
looked at the role of chatbots that utilize AI in conducting and building trust [6].
commerce, focusing on their ability to create product and
price perceptions. However, this study has gone beyond In the influencer marketing segment, AI personalization is
isolated AI applications to conclude the combined impact of also changing the thinking in advertising. Virtual influencers
AI Exposure, AI personalization, and digital marketing (VIs), created by AI, offer unique capabilities that
strategies on purchase rates. While previous papers have personalize consumer needs and appeal to niche audiences,
looked at these variables independently [1], [2], this paper increasing engagement, and giving brands the power to think
develops them in a real-world model using PLS-SEM, which or control over their advertising ideas. [7]. Compared to
provides a clearer understanding of their interrelationships. human influencers, VIs deliver and maintain brand
The objective of this paper is threefold: (1) to offer an messages, avoid reputational risks, and provide ideas for
integrated theoretical framework connecting AI-driven ongoing promotions into the future [7]. This personalization
plays a significant role in shaping consumer thinking and However, some studies caution that privacy concerns,
purchasing decisions, as consumers are often influenced by algorithmic biases, and excessive reliance on AI can erode
these digital trends and technologies. consumer trust and potentially decrease purchase intention
[7]. To address this, marketers must strike a balance between
automated personalization and transparent, ethical practices.
B. AI Exposure Ensuring user consent and offering opt-in personalization
AI provides exposure to the intensity of consumers and options can help mitigate resistance and build long-term
businesses interacting with AI technology, in creating their brand loyalty [1].
comfort and trust in this system. According to Babina [3],
D. Purchase Intention
companies that have a greater level of AI exposure certainly
get results from increased innovation and position in the Personalization and AI marketing influence consumer
market. However, this paper shifts the focus to consumer- purchasing decisions by giving the product relevance and
level AI exposure and its impact on purchasing levels—a appeal. In influencer marketing, the credibility, expertise,
perspective that is not emphasized in the Study’s company- and authenticity provided by influencers have a significant
centric analysis. [3] impact on consumer brand evaluations and purchasing
decisions [7]. Studies from previous papers tell us that both
While Hudson and Morgan [5] conducted research on AI
human and virtual influencers can change consumer
exposure through risk and corporate governance systems,
purchasing decisions. although human influencers are often
this study contributes by assessing how such exposure
more complex and require social intimacy. [7]. Because this
influences individual consumer acceptance of AI-driven
psychological connection can play an important role in
marketing. Furthermore, Another Study [4] noted cultural
helping to make the best consumer purchasing decisions.
modifications through AI adoption; while their work focused
on societal acceptance, this paper examines how these In addition to influencer marketing, AI-powered smart
modifications infer differences in behavior in online platforms play a vital role in creating purchase intentions
marketplaces. intentions—when integrated with AI exposure with good designs that are suitable for the future. [8]. By
and digital marketing tactics. utilizing various things, companies can create good products
that suit consumer preferences. They can also promote the
This study also states that AI personalization to improve
brand which adds influence to purchasing decisions in a
customer services such as banking, this paper expands the
market that values continuity and good production [8]. With
scope to examine it broader consumer market effects.
personalization and the principles of a circular economy,
Current research also addresses the challenge of excessive AI
products become functionally attractive, and make
personalization, which, as Sidlauskiene [1] points out, can
consumers who like the environment interested in buying.
lead to resistance when AI becomes disruptive.
C. Digital Marketing And if we talk about digital, these two things, namely
digitalization and AI, influence consumer purchasing
AI is utilized in digital marketing, especially in targeting,
decisions by increasing access, flexibility, and learning in the
content relevance, and automation. Nguyen [3] explains that
digital environment [10]. Learning about digital technology
extensive bibliometric analysis of digital marketing trends
focuses on macro evolution. In contrast, this paper explores in the world of education and the social world can increase
digital marketing at the micro level by analyzing its specific digital literacy and comfort in this AI platform, although this
influence on each individual's purchasing decision making. does not directly support consumer trust in the
and is frequently used to assess marketing effectiveness. recommendations given by AI to consumers and help their
Digital marketing, especially that powered by AI purchasing decisions [10]. The fairly rapid spread of AI,
technology, plays a vital role in shaping purchase intentions. which occurs due to cooperation from companies and regions
Personalized content, social media engagement, and targeted that are interconnected, makes consumers interested in
advertising have been shown to significantly increase products that are given AI and services that make consumers
consumer interest and brand affinity [1], [6]. By tailoring accustomed to and trust these services, increases consumer
recommendations and promotional offers to individual purchases [9].
needs, AI-driven personalization helps reduce uncertainty
III. RESEARCH METHOD
and increase confidence in decision-making [2]
The relationship between AI-driven personalization, AI
In addition, AI-powered media such as virtual assistants exposure, digital marketing, and purchase intention is
provide a shopping experience by offering direct support and examined in this study using a quantitative research
smooth interactions. This increase provides trust in methodology. Partial Least Squares Structural Equation
Modeling (PLS-SEM), a reliable technique for evaluating
technology and brands, which contributes to stronger levels
intricate models with latent variables, is used in the analysis
of purchase intention [2], [1]
through Smart-PLS. The main goal is to empirically
In the Education World, digitalization has changed the investigate how AI-driven marketing and offering insights
way of communication, marketing, and engagement. The into how well tailored digital marketing works to influence
introduction of digital devices in the Education World decisions to buy.
provides a better experience in learning, using good
With a focus on 200 to 300 active digital consumers who
resources and wide access to wider Educational content [10].
regularly shop online, the study uses a targeted sampling
Digitalization can provide different ways of learning such as
strategy. Potential customers who regularly engage with
blended learning, provide facilities for research
digital ads and current customers who have made purchases
collaboration, and provide students with important learning
through AI-powered digital marketing channels are included
for their digital future [10]. All this tells us how digital
in the sample. March is the anticipated completion date for
advancements and every Solution provided by AI, extend
data collection, ensuring timely analysis and interpretation of
beyond any commercial marketing.
the findings. Through the selection of consumers who have
been directly exposed to AI-driven marketing, this study AI-E AI-P DM P
seeks to make significant contributions to academia and AI-E — 0.680 0.815 0.647
industry, improving knowledge of AI's function in
maximizing digital marketing tactics and customer AI-P — 0.853 0.855
interaction. DM — 0.907
P —

Table 3. HTMT

IV. RESULT
To evaluate the validity of the indicators and present the
constructs studied, the Outer Loadings test method can be
used. The results listed in Table X can be seen that the
indicators show a loading level above the threshold of 0.7,
which certainly shows a fairly good validity value. However,
there are several indicators that have a validity level below
the average of 0.7 which must be studied further.
In the Artificial Intelligence Experience (AI E) variable,
Figure 1. Hypotesis Model sem-pls there are 3 indicators, namely AI-E1 (0.761), AI-E2 (0.786),
AI-E3 (0.631) and are within an acceptable range. There are
Indikator AI-E AI-P DM P two subsequent indicators—AI-E4 (0.529) and especially AI-
AI-E1 0.761 E5 (0.333)—showing disappointing levels of value, with AI-
E5 being far below the average (0.4), so it is recommended
AI-E2 0.786 to be removed from the model due to the lack of contribution
AI-E3 0.631 to improving the construct.
AI-E4 0.529 The Artificial Intelligence Perception (AI P) variable
AI-E5 0.333 shows that there are very superior results. The following five
indicators are AI-P1 (0.768), AI-P2 (0.807), AI-P3 (0.786),
AI-P1 0.768 AI-P4 (0.788), and AI-P5 (0.847) which of course have an
AI-P2 0.807 outer loading level above 0.7, indicating that the level of
AI-P3 0.786 validity of the dominant indicators in interpreting the
perception of artificial intelligence.Decision Making (DM)
AI-P4 0.788 variables show that 4 out of 5 indicators have superior
AI-P5 0.847 loading levels: DM-1 (0.771), DM-3 (0.615), DM-4 (0.740),
and DM-5 (0.777). However, the DM-2 indicator with a
DM-1 0.771 point of 0.491 is below the average, so further consideration
DM-2 0.491 is needed to eliminate it.
DM-3 0.615 In the Performance (P) variable, it shows a fairly high
DM-4 0.740 loading level, namely: PI-2 (0.837), PI-3 (0.829), PI-4
(0.697), and PI-5 (0.840). but on the other hand the PI-1
DM-5 0.777 indicator shows a fairly low loading level (0.426) and does
PI-1 0.426 not meet the minimum limit so it is recommended to be
PI-2 0.837 eliminated from the model.
PI-3 0.829 The conclusion obtained based on the outer loading test
states that the average indicator has succeeded in meeting the
PI-4 0.697 convergent validity level. However, the elimination of a
PI-5 0.840 number of indicators that have below average performance
(AI-E4, AI-E5, DM-2, and PI-1) is recommended to maintain
Table 1. Outer Loading the overall level of the measurement model AI Exposure also
has an influence on Purchase Intention producing an original
Cronbach's Composite sample value of 0.426, this certainly indicates a positive
Konstruk rho_A AVE
Alpha Reliability influence. And the t-statistic of 7.396> 1.96 indicates an
AI-E 0.622 0.691 0.754 0.397 influence and p-values of 0.000 <0.05 indicate significant
results. so it is concluded that "AI Exposure has a positive
AI-P 0.859 0.860 0.899 0.640 and significant influence on the level of purchase intention"
DM 0.719 0.756 0.814 0.473 This means that consumers who are more familiar and
P 0.788 0.838 0.855 0.553 exposed to artificial intelligence-based technology tend to
have a higher level of purchase. Thus, the hypothesis that
Table 2. Validity Testing shows that AI Exposure has a significant influence on the
level of purchase intention is accepted. The influence of
Digital Marketing Purchase
Intention shows the original sample value of 0.415 which
indicates a positive influence. While the t-statistic of 6.962>
1.96 which states the influence and p-values of 0.000 <0.05
indicate significant. It can be concluded that "Digital organizations can create a series of strategic scenarios that
Marketing has a fairly positive and significant influence on are more accurate, adaptive, or based on historical or
Purchase Intention" This states that the digital marketing
predictive data. AI-P in this hypothesis is calculated by
strategy carried out by the Company is quite effective in
increasing consumers in having purchase intentions. utilizing 5 indicators, namely (AI-P1 to AI-P5), which state
Therefore, the conclusion states that Digital Marketing has a activities such as strategy formulation, resource planning,
significant influence on Purchase Intention is stated to be and scenario development, as well as risk and opportunity
accepted. estimation supported by the AI system. The application of AI
in this planning stage is expected to increase the level of
initial decision making and develop strategic interventions
Table 4. Path Coefission that are in accordance with the target

AI exposure also has an effect on the level of purchase which Furthermore, the AI-E (Artificial Intelligence Execution)
gives the original sample results of 0.426, this certainly variable describes the organization's ability to carry out
states a good influence. and the t-statistic of 7.396> 1.96 strategic plans by utilizing AI support. AI in work
states that the impact and p-value of 0.000 <0.05 indicate
implementation has a role in carrying out real-time
accurate results. so it can be concluded that "AI exposure has
a positive and accurate impact on the level of purchase" This supervision, as well as optimizing operational processes, and
states that consumers who better understand and are adjusting dynamic market dynamics. AI-E is concluded
influenced by technology containing artificial intelligence through five variables (AI-E1 to AI-E5), which have AI
tend to have higher interest. Thus, the study stating that AI integration in task execution, process automation and
exposure has a sufficient impact on the level of purchase is
operational performance monitoring, examining errors, and
accepted. impact of Digital Marketing Purchase Intention
states that the original sample level is 0.415 which states that adjusting strategies based on data feedback. The better the
the influence is good. While the t-statistic is 6.962> 1.96 AI-based implementation, the greater the organization's
which concludes that the influence and p-value of 0.000 ability toThen the greater the level of response to changes in
<0.05 state ideal. It can be concluded that "Digital Marketing the business environment in an adaptive and efficient
has a significant influence on purchasing intensity" This
concludes that digital marketing carried out by the Company manner.
uses a fairly effective strategy in increasing consumers in
The third variable, Decision Making (DM), states that
having purchasing intensity. Therefore, the conclusion that
states that Digital Marketing has an impact that influences artificial intelligence is used for the decision-making process.
purchasing intensity is stated to be accepted AI in making decisions can accelerate the process of
analyzing complex data, as well as provide inspiration
related to machine learning, and support more informative,
objective, and minimally biased decision-making. DM is
measured by five indicators (DM-1 to DM-5) which include
the system's ability to predict trends, analyze various series,
and determine strategic decision-making, integrate
multivariate data, and provide algorithm-based action
suggestions. The accuracy of decisions produced by the use
of AI certainly contributes directly to increasing the
competitiveness and effectiveness of the organization

Meanwhile, Performance Improvement (PI) as a dependent

Figure 2. Model Result Of Outer Loading variable, explains the extent to which the organization
experiences a comprehensive increase in performance as a
Based on the following diagram, it can be stated that a result of the use of AI in planning, implementation, and
hypothesis provides a good and significant influence based decision making. PI is calculated through five main
on 3 independent variables—namely Artificial Intelligence indicators (PI-1 to PI-5) related to operational efficiency,
Planning (AI-P), Artificial Intelligence Execution (AI-E), employee productivity, service quality, customer satisfaction,
and Decision Making (DM)—for one main dependent and competitive advantage. Each of these indicators works as
variable, namely Performance Improvement (PI). These three a measuring tool for the success of utilizing AI technology to
variables provide an overview of the various stages in the support the achievement of organizational goals optimally
managerial and operational processes of an organization
strategically integrated by artificial intelligence (AI) Thus, the main result in this hypothesis concludes that the
technology. greater the utilization of artificial intelligence in planning,
implementation, and decision-making activities of the
Variabel AI-P (Artificial Intelligence Planning) organization, the higher the positive benefits obtained for
organizational performance. This states that the importance
Stating how artificial intelligence is utilized through the
of integrating AI technology in modern management aspects
process of forming an organization. By utilizing AI,
is an efficient strategy to face increasingly diverse and interest in making purchases. This is supported by the
dynamic business challenges in the digital era. understanding that AI technology not only works to automate
business processes, but also has an emotional and
DISCUSION psychological impact on consumer behavior. High AI
Exposure also creates familiarity and a level of trust in
This hypothesis provides significant benefits for technology, so that consumers are more responsive to AI-
understanding how artificial intelligence (AI) technology based marketing messages. AI Personalization, which
provides experiences tailored to consumer data, increases
influences consumer behavior in digital marketing. This
relevance and engagement in the purchasing process. On the
study shows that the three main factors—AI Exposure, AI other hand, a Digital Marketing strategy that is structured
Personalization, and Digital Marketing—have a positive and with AI technology has proven to be effective in convey
significant impact on purchase intention. AI Exposure personal, targeted messages based on consumers' primary
provides an overview of the extent to which consumers needs.
interact and are familiar with AI-based technology, and this
Practically, this hypothesis can be the basis for creating a
hypothesis states that the increase in exposure is directly more flexible and data-driven digital marketing strategy.
proportional to the increase in consumer trust and comfort in Companies are recommended to continue to take an AI-based
utilizing digital platforms that include AI features. approach, especially aspects of personalization and digital
Consumers who are familiar with AI-based systems consider communication, to create long-term relationships with
consumers and increase the effectiveness of marketing
this technology as something that contributes to efficiency
campaigns. On the other hand, theoretically, this hypothesis
and convenience in the decision-making process, so they can expands the scope of the literature by uniting 3 main
make purchases more easilyAI Personalization also has a variables in one integrative model and testing the
major role in providing perception Consumers towards relationship between variables using the PLS-SEM approach.
In addition, the findings related to the validity of the
relevance and product excellence. Personalization done by indicators focus on the importance of selecting the right
AI through precise suggestions, matched content, and measurement instrument in building a significant and
automated communications relevant to individual accurate model.
preferences, can be proven by creating a more engaging and In the future, further hypotheses are recommended to
personal shopping experience. This is proven directly to explore the performance of variables as moderators such as
increase engagement and the desire to buy. This fact shows consumer trust, demographics, and digital literacy levels that
previous literature that describes that personalization is the can contribute to the relationship between technology and
main key in creating loyalty and driving digital consumer purchasing behavior. This hypothesis can also be developed
conversion. In addition, the Digital Marketing variable using longitudinal data to conclude the dynamics of
illustrates a significant influence on Purchase Intention, consumer behavior over time. Through a more
which states that digital marketing strategies supported by AI comprehensive approach, it is hoped that future findings can
technology can increase campaign effectiveness, expand provide broader insights into digital technology, especially
reach, and strengthen emotional bonds between consumers AI, which can be utilized strategically in consumer
and products. Relevant, interactive, and targeted content purchasing decision making in the rapidly developing digital
through digital media can create a positive product image era.
and increase trust in the product.
ACKNOWLEDGEMENT
However, in general the form of research states absolute
We as the authors would like to express our deepest
results, there are some shortcomings that need to be
gratitude to the team and Director of Bina Nusantara
considered. Outer loading analysis states that not all
University for the assistance, support and facilities that have
measuring instruments have adequate accuracy. Several
been provided during our research process. We would also
variables such as AI-E4, AI-E5, DM-2, and PI-1 have levels
like to express our appreciation and gratitude to Mr. Puji
lower than the minimum threshold (0.7), which means a low
Probowo as the supervising lecturer, for his guidance and
contribution to their respective constructs. Therefore, the
time during this research so that finally the preparation of the
elimination of these measuring instruments is recommended
results of this report can be completed until the end..
to maintain the integrity and reliability of the model. This
states the importance of the periodic indicator validation
process, so that the research model can describe the
relationship between variables accurately. In addition, AUTHOR CONTRIBUTION
cultural aspects, as well as digital literacy levels, and
consumer trust in technology can also be drivers of
Kenneth Giovanni setiawan : Abstract , Introduction ,
moderation that influences values, which should be
Literature review & question .Kevin Octavian : Research
considered in further research.kVI. CONCLUSION
methodology , Formal analysis , research result writer .
Jason Andrew Dermawan : Method explanation , Paper
This hypothesis states that the use of artificial reference & Acknowledgement . Puji Prabowo : Supervisor
intelligence technology in digital marketing has a clear
impact on increasing consumer purchase intention. The three
factors tested—AI Exposure, AI Personalization, and Digital
Marketing—have a positive role in increasing consumer
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