Abstract

Artificial Intelligence (AI) has significantly reshaped digital marketing, offering businesses innovative ways to boost customer engagement through personalised and automated suggestions. Drawing on the Technology Acceptance Model (Davis, 1989), this study examines how perceived usefulness and perceived ease of use influence users’ acceptance of new technologies in the context of AI-driven individualised product recommendations. It also investigates the relationship between Attitude Toward Using AI (ATU) and Purchase Intention (PI) regarding AI-generated recommendations. Based on a sample of college students, the findings reveal a meaningful connection between ease of use and perceived value, as well as a positive relationship between users’ attitudes toward AI and their intention to make purchases. These insights underscore the importance of user perception in shaping engagement and offer practical implications for marketing professionals, business strategists, and policymakers seeking to strengthen trust and optimise user experiences within AI-powered recommendation systems.

Keywords: Artificial Intelligence, Perceived ease of use, attitude, purchase intention, product recommendation