Measuring the effect of Artificial Intelligence Factors on Consumer Behavior

Recent years have witnessed a radical transformation in the world of business and marketing thanks to the development of artificial intelligence technologies, which have significantly impacted consumer behavior by analyzing massive amounts of data and instantly responding to their changing needs. This research aims to examine the impact of artificial intelligence on consumer behavior by analyzing the role of smart recommendations, data protection, and trust in these technologies. A quantitative approach was used to collect data from University of Nineveh employees and analyze it using Smart PLS 4 to test hypotheses.The results showed that artificial intelligence positively impacts consumer behavior with an impact factor of 0.641 and a t-value of 9.633, indicating a strong and significant impact. Data protection also showed an impact with a coefficient of 0.393 and a t-value of 3.561, while trust had a lesser impact with a coefficient of 0.262 and a t-value of 2.446.The study confirms that artificial intelligence enhances the consumer experience, but it requires balancing marketing benefits with privacy protection. The research recommends that companies optimize their marketing strategies to maximize the benefits of these technologies.