The rapid integration of artificial intelligence (AI) has transformed digital marketing by enabling brands to create
personalized, automated, and data-driven promotional content. This study examines the impact of AI-generated marketing
content on consumer behavior, with a specific focus on purchase intention. The study investigates how consumer perception,
perceived credibility, perceived authenticity, and consumer trust influence consumers' willingness to purchase products promoted
through AI-generated marketing content. A quantitative research design was adopted, and primary data were collected through
a structured online questionnaire using a five-point Likert scale. Out of 184 initial responses, 154 valid responses were retained
after data screening. Data were analyzed using descriptive statistics, Cronbach's alpha reliability testing, Pearson correlation, and
multiple regression analysis, supplemented by Variance Inflation Factor (VIF) diagnostics to assess multicollinearity and Harman's
single-factor test to evaluate common method bias. The reliability results showed excellent internal consistency across all
constructs (Cronbach's alpha > 0.95). Although these uniformly high alpha values may reflect construct overlap rather than
independent measurement, multicollinearity diagnostics confirmed that VIF values remained within acceptable thresholds (< 5.0).
Harman's single-factor test indicated that no single factor accounted for a majority of the total variance, providing partial
assurance against common method bias. Correlation analysis revealed strong positive relationships between purchase intention
and all four predictors. The regression model explained 81.9% of the variance in purchase intention. Perceived authenticity
emerged as the strongest predictor (β = 0.388), followed by consumer trust (β = 0.265) and consumer perception (β = 0.228).
Although perceived credibility demonstrated a strong bivariate correlation with purchase intention (r = 0.817, p < 0.001), its direct
effect became non-significant in the multivariate model (β = 0.077, p = 0.317), consistent with full mediation by consumer trust.
These findings suggest that AI-generated marketing content can significantly influence consumer purchase intention—particularly
among young, digitally active consumers—when it is perceived as authentic, trustworthy, and aligned with consumer
expectations. The study contributes to AI marketing literature by highlighting the mediating role of trust in the credibility
purchase intention pathway and underscores the centrality of authenticity in consumer acceptance of AI-driven marketing
communication.
