Navigating the Digital Marketing Field: The Role of AI and Emotional Storytelling in Consumer Engagement

This study explores the intersection of Artificial Intelligence (AI) and digital storytelling in marketing. By focusing on how AI-driven techniques can enhance emotional attachment and influence consumer behavior. With the rapid advancement of AI, its integration into marketing strategies has become crucial. Particularly for personalizing consumer experiences and enhancing brand narratives. This study investigated the role of AI in creating emotionally engaging narratives, a largely unexplored area in marketing and advertising. The study is motivated by the need to understand the dynamics between AI-driven techniques and emotional attachment in digital marketing. The paper hypothesizes a significant relationship between consumers’ emotional attachment to brands and purchasing behavior. A mixed-methods research approach was employed by combining a survey with interviews to test this hypothesis. This study assesses how emotional attachment, influenced by AI and storytelling, affects consumer purchasing decisions and brand loyalty in online shopping. It also evaluates the effectiveness of AI-driven storytelling techniques in digital marketing campaigns from the perspective of online consumers. Preliminary findings suggest more than 98% recall of story-based branding. More than 67% believe storytelling and emotional attachment may impact purchasing decisions. More than 89% of people recall a brand based on a particular story. While emotional attachment significantly influences consumer purchasing behavior, other factors also play a crucial role. This study reveals that AI’s role in marketing is valued, but the essence of storytelling should remain grounded in human experiences.