The rapid growth of shops using artificial intelligence (AI) has profoundly transformed digital marketing strategies and revolutionized how businesses connect with customers. As AI technologies evolve, they reshape interactions between shops and consumers by delivering more efficient, personalized experiences that boost engagement and support informed purchasing decisions. A recent study examined AI’s impact on consumer interaction and decision-making in digitally marketed shops. Surveying 300 respondents and analyzing data via partial least squares, researchers found that AI positively influences purchase decisions, especially when consumer engagement acts as a mediator. Essentially, the more consumers actively interact with AI-driven features, the stronger AI’s effect on their buying choices. The study highlights a direct positive correlation between consumer engagement and purchase decisions, underscoring the importance of interactive AI experiences in shaping behavior. AI functions not just as a passive tool but as an active agent fostering satisfaction, trust, and loyalty, which in turn enhance consumers’ willingness to buy and remain brand loyal. This research illuminates a contemporary shift challenging traditional models of customer behavior by showing how AI integration enables shops to provide tailored experiences that better satisfy individual needs, improving overall satisfaction and fostering lasting relationships. The evolving relationship between AI and consumer engagement represents a new frontier in digital marketing, with significant implications for both practitioners and academics interested in technology’s influence on consumer behavior. Key advantages of AI in digital marketing identified in the study include its capacity to analyze data for creating personalized recommendations aligned with consumer preferences and past behaviors, thus making shopping more convenient and increasing purchase likelihood. Additionally, AI-powered chatbots and virtual assistants offer real-time, context-aware support, enhancing issue resolution and overall shopping experiences.

AI’s ability to collect and interpret extensive data allows continuous refinement of marketing strategies and promotions based on consumer feedback and trends, ensuring relevance and effectiveness in a dynamic digital environment. Crucially, meaningful consumer interaction with AI is necessary for these benefits to emerge. Shops investing in AI without encouraging user engagement may fail to harness AI’s full marketing potential. Therefore, businesses must develop intuitive, user-friendly AI interfaces and actively promote their usage to maximize AI’s influence on purchase decisions. Broadly, the research points to a shift toward sophisticated AI-driven marketing ecosystems where human-computer interaction is central to consumer decision-making. Shops successfully integrating AI into their digital marketing stand to gain competitive advantages by building consumer satisfaction, trust, and loyalty—key components of sustainable success. In conclusion, the study offers groundbreaking insights into AI’s revolutionary role in shaping contemporary consumer behavior and enhancing shop-customer relationships. AI not only transforms marketing methods but fundamentally changes how consumers engage with digital shopping environments and make purchase decisions. As AI technologies continue advancing, integrating them into digital marketing will become essential for businesses aiming to thrive in the digital era. These findings encourage further exploration into optimizing AI applications to boost consumer engagement and decision-making effectiveness, paving the way for more innovative, consumer-centric retail experiences.