Paper Details

Name: Subhash Kumar Verma
Country: India

Year: 2026
Volume: Volume-13, Issue-2, Year-2026 ( July- Dec)
Page Number: 112-117
DOI: https://doi.org/10.5281/zenodo.23558293

With growing use of artificial intelligence (AI) in digital marketing, new opportunities arise for attracting consumers, tailoring promotion efforts and converting leads into sales. With the help of AI, products recommendations, targeted advertisement, analytics and conversational agents become a valuable resource for improving marketing efficiency and sales conversion rates. Still, issues related to consumer privacy and algorithmic transparency might affect the effectiveness of such tools. This research proposes a model that will be used to investigate the influence of AI-driven marketing personalisation on consumers' purchase intentions and sales conversion in Indian e-commerce context. Particularly, it focuses on the effects of personalisation perceptions, consumer trust, perceived transparency and privacy concerns on consumer response to marketing practices with AI tools. Based on the Stimulus–Organism–Response framework and technology adoption trust perspective, hypotheses will be developed for further examination. Quantitative research design will be applied with the help of a structured questionnaire administered to consumers with experience of online shopping. Reliability analysis, confirmatory factor analysis and structural equation modelling will be possible options of data analysis depending on the final size and design of the sample. The study will contribute to sales and marketing literature by integrating the concepts of consumer trust and privacy into an understanding of AI-driven marketing effectiveness. Managerial significance of this research lies in providing guidance on balancing personalisation and transparency and responsible approach to consumer data collection.

Keywords: Artificial intelligence; digital marketing; sales conversion; consumer trust; personalisation; privacy concerns; e-commerce; India.