Leveraging Digital Marketing and Artificial Intelligence to Assess Enhanced Customer Experiences

Abstract

Introduction: incorporation of Artificial Intelligence (AI) into Digital Marketing (DM) has changed customer engagement by providing a personalized and efficient way to give service and interact with customers. For all of these advancements, there is limited empirical research that has explored how AI-driven personalization, convenience, and service quality impact customer experience through trust. Objective: this research uses a quantitative, survey-based research design to investigate how AI and DM influence customer experience. Method: data is collected from 350 respondents that currently engage with an AI-enabled platform. Key constructs Perceived Personalization (PP), Perceived Convenience (PC), Customer Trust (CT), Customer Experience (CE) and AI-Enabled Service Quality (AESQ) were analyzed in this research. Result: outcomes expose that PP (β = 0,34), PC (β = 0,28), and AESQ (β = 0,31) significantly influence CT, which in turn has a strong effect on CE (β = 0,62). The model explained that CT was 62 % and CE was 56 % variance, with statistical support of all hypothesis. Conclusion: this analysis concludes that AI-integrated DM strategies provide a better customer experience primarily because of developing trust. There are implications that marketers find practical in designing trust-centered AI interactions to enhance overall satisfaction and loyalty.