Impact of AI Generated Content and Perceived Personalization on Purchase Intention with Mediating Input of Brand Credibility in FMCG Industry in Pakistan

This research study investigated the empirical impact of AI generated content and perceived personalization on purchase intention with mediating input of brand credibility in case of FMCG sector in Pakistan. It investigated both direct and indirect of AI generated content and perceived personalization on purchase along with the impact of AI generated content on perceived personalization in Pakistan. The study used quantitative research approach and employed deductive approach to build hypotheses. Those were tested with application of statistical techniques i.e. structural equation model using PLS-Smart as software. The study targeted the FMCG sector in Pakistan and used convenience sampling technique to extract with the required number of responses i.e. 384 using questionnaire as data collection tool. The study followed with the survey based method to collect with the required number of response in the limited period of time. The study revealed that there is significant impact of AI Generated Content on Brand Credibility, Perceived Personalization and Purchase Intention with coefficient value of 0.4294, 0.5758 and 0.5211having significance value of 0.0000, 0.000 and 0.000 respectively. There is also a significant impact of Perceived Personalization on Brand Credibility and Purchase Intention with coefficient value of 0.4857 and 0.3093 having significance value of 0.0000 and 0.0000 respectively. There is also a significant impact of Brand Credibility on Purchase Intention with coefficient value of 0.4574 having significance value of 0.0000. FMCG companies should develop accurate, engaging, and personalized AI-generated content to enhance brand credibility and consumer confidence. Marketers should ensure truthful product information, transparent communication, and alignment with customer preferences.