The Influence of Artificial Intelligence Marketing on Consumer Purchase Intentions The Mediating Roles of Hedonic and Utility Values

Artificial intelligence (AI) has changed the game for companies all around the globe. The impact of AI in many areas, including personal behaviour, corporate economics, and new trends, has been the subject of a great deal of research. This study examined the factors—accuracy, insight, interaction, perceived usefulness, and hedonic value—that people use to form opinions on AI and how those opinions impact their intents to buy things online. It delves further into the connection between AI technology and purchase intention, specifically looking at the mediating role of hedonic value. Quantitative method was used in this study, surveying people in Punjab, Pakistan, utilizing Google Forms, social media, and WhatsApp to disseminate self-administered surveys. A total of 450 respondents successfully completed the survey. The findings highlighted the significant impact of AI marketing on consumer purchase intentions. Mediating role of Hedonic Value and Utility is found significant. Resultantly, AI marketing encounters greatly boost the hedonic value of items or services, resulting in consumers finding these interactions engaging and pleasurable.