| Abstract: |
Artificial Intelligence (AI) Is Rapidly Changing The Face Of Marketing Today. With The Rise Of Technology Like Machine Learning, Predictive Analytics, Chatbots, Recommendation Systems, And CRM (Customer Relationship Management) Automation, Organizations Are Able To Create Customized Experiences For Their Customers, Enhance Decision Making, And Increase Customer Engagement. As AI-Based Marketing Tools Continue To Grow In Popularity, They Are Significantly Shaping The Way Consumers Find Information, Compare Products, And Ultimately Decide Whether Or Not To Purchase. Consumer Acceptance Of AI-Based Marketing Strategies However Does Vary Based Upon Demographics; In Particular By Generation. Two Of The Largest Demographics Involved In Digital Marketplaces Include Generation Z And Millennials. Although Both Demographics Have An Extremely Large Influence Over The Digital Marketplace, There Is One Major Difference Between Them. That Is That Gen Z Has Been Completely Immersed In Technology Since Birth. Therefore, Gen Z Is Highly Familiar With All New Emerging Technologies. In Contrast, Millennials Have Had To Experience A Transition From A Non-Digital Ecosystem To A Digital Ecosystem. This Experience Has Led To Vastly Different Opinions About How AI Can Be Applied Within Marketing. There Are Several Factors That May Also Lead To Differing Views On AI. These Factors Include How Much Each Group Trusts AI, How Each Believes AI Provides Personalization, Concerns That Either Group Has Related To Privacy Issues Surrounding AI, And What Each Group Intends To Do After Being Exposed To AI. To Create Successful AI-Based Marketing Strategies That Meet The Needs Of All Consumers, It Is Important To Understand These Differences. Therefore, This Study Will Investigate The Perceptions And Behavioral Intentions Of Gen Z And Millennials Toward AI-Enabled Marketing Through Comparative Analysis. Quantitative Methodology Was Used In Conjunction With A Survey Instrument To Collect Data From 289 Participants. Reliability Testing, EFA/CFA, MANOVA/SEM/MGA Were All Utilized During Data Analysis To Determine The Interrelationship Among The Variables Studied And To Identify Any Significant Generational Differences. Results Indicated Significant Differences In Gen Z's And Millennials' Perceptions Toward AI-Related Technologies (Trust In AI), Perceptions Toward The Level Of Personalization Provided By AI, Concerns Relative To Data Privacy Issues Raised By Use Of AI, And Purchase Intent Resulting From AI-Based Marketing. Additionally, Results Provide Evidence Of Additional Contributions To Existing Literature On AI-Based Marketing And Consumer Behavior Along With Valuable Insights For Managers Who Wish To Develop Marketing Strategies Tailored Specifically To Each Generation Which Balances The Innovative Use Of Technology With Ethical Considerations And Trust Building Opportunities. [ABSTRACT FROM AUTHOR] |