Delving The Role Of Artificial Intelligence-Driven Advertisements On Purchase Intention Of Omnichannel Customers Using SEM

This study examines the effects of the latest advertisement strategies by Lenskart and Tanishq, which leverage artificial intelligence (AI), on the purchase intention of omnichannel customers in India. As AI technology becomes increasingly prevalent in advertising, understanding its impact on consumer behavior is crucial for businesses aiming to optimize their marketing efforts. Through structural equation modeling (SEM) analysis using AMOS, this research investigates how AI-driven advertisements, incorporating personalized targeting, recommendation systems, and interactive features, influence the purchasing decisions of omnichannel customers in India. By analyzing consumer perceptions, attitudes, and behavioral intentions, this study provides valuable insights into the effectiveness of AI-driven advertising in the Indian market. Furthermore, it offers recommendations for marketers and advertisers seeking to enhance their omnichannel strategies. Result showed the CMIN/DF value of 1.854 achieved in our study indicates a good fit for the SEM model. Result showed the RMR value 0. 022, GFI value 0. 892 and AGFI value 0.709 which represents good fit of model. The SEM analysis revealed that all tested hypotheses achieved a p-value of less than 0.05, indicating a significant impact of AI-driven advertisements on the purchase intention, and attitude of omnichannel customers in India.