Article
“The Role of AI-Driven Personalisation in Enhancing Customer Experience and Purchase Intention: A Comparative Study Across Consumer Segments”
Artificial Intelligence (AI)-driven personalisation is transforming digital marketing by enabling organisations to deliver customised recommendations, content, and customer interactions based on individual preferences and behavioural patterns. This study examines the role of AI-driven personalisation in enhancing customer experience and purchase intention, with particular emphasis on differences across consumer segments. The study adopts a quantitative research approach and descriptive research design. Primary data were collected through a structured questionnaire from 250 consumers who use AI-enabled digital platforms. The responses were measured using a five-point Likert scale. Descriptive statistics, simple linear regression, and One-Way Analysis of Variance (ANOVA) were employed to analyse the data. The findings indicate that respondents have favourable perceptions of AI-driven personalisation, with a mean score of 4.12. Customer experience recorded a mean score of 4.06, while purchase intention recorded a mean score of 3.98. Regression analysis revealed that AI-driven personalisation significantly influences customer experience (R² = 0.534, p < 0.001) and purchase intention (R² = 0.468, p < 0.001). The ANOVA results further demonstrated significant differences in customer experience and purchase intention across consumer segments. The study concludes that AI-driven personalisation is an important strategic mechanism for improving customer engagement, enhancing digital experiences, and strengthening consumers' purchase intentions. The findings suggest that organisations should adopt segment-specific personalisation strategies while ensuring relevance, transparency, data privacy, and responsible use of AI to build sustainable customer relationships and competitive advantage.