Algorithmic Influence in Ai Driven Personalized Marketing and Its Impact on Consumer Trust and Purchase Intention Among Omni Channel Retail Customers

Abstract

The rapid advancement of Artificial Intelligence has significantly transformed marketing practices by enabling organizations to deliver personalized communication based on consumer preferences, behaviour, and purchase history. The present study examines the role of algorithmic influence in AI driven personalized marketing and its impact on consumer trust and purchase intention among omni channel retail customers in Greater Mumbai. The study adopts an empirical research design and primary data was collected from 412 respondents using a structured questionnaire based on a five point Likert scale. Statistical tools such as descriptive analysis, cross tabulation, correlation, and regression were used to examine the relationship between algorithmic influence, consumer trust, and purchase intention. The findings reveal that AI driven personalized marketing positively influences consumer trust by providing relevant and timely recommendations aligned with consumer needs. The results also indicate that higher levels of consumer trust significantly enhance purchase intention in an omni channel retail environment. The study highlights that seamless integration of online and offline retail platforms strengthens the effectiveness of algorithmic marketing strategies. The research contributes to existing literature by providing empirical evidence on the combined role of algorithmic influence, trust, and purchase intention in modern retail settings. The study suggests that marketers should focus on transparency, ethical data practices, and relevance of personalized recommendations to enhance consumer confidence and long term customer relationships.