Impact of AI-Driven Marketing Automation on Consumer Engagement and Purchase Decisions: Insights from Digital Marketing Practices

Abstract

The study investigates how AI-driven marketing automation influences consumer engagement and purchase behavior in the digital marketplace. Conducted among 150 respondents across Salem, Coimbatore, and Trichy in Tamil Nadu, the research employed a structured questionnaire to gather insights on consumer awareness, engagement, and purchase decisions influenced by automated marketing messages. The findings indicate that most consumers frequently encounter AI-based promotions through social media and email, with around 68% engaging through clicks and nearly 55% making purchases influenced by such messages. Respondents emphasized personalized offers, discounts, and convenience as the main motivators, while repetitive or irrelevant messages were perceived negatively. Overall, the study concludes that marketing automation significantly enhances consumer engagement and purchase intent when strategically implemented, highlighting its expanding role in the digital marketing ecosystem of Tamil Nadu’s emerging urban centers.