The present research work will let us understand how the industry has rapidly brought artificial intelligence (AI) into effect to provide AI-generated personalised content to enhance consumer experiences, with AI-powered personalisation emerging as a significant driver towards consumer trust, satisfaction and sales. However, the findings state that AI-powered personalisation does not have a major direct impact towards customer engagement when looking at the role of purchase behaviour, perceived usefulness, because trust acts as a key mediator, playing an important role in building positive relationships between people and technology. Businesses can make better use of AI personalisation in this way to strengthen customer relationships and increase sales because artificial intelligence (AI) has become a powerful tool in customer service and strategic marketing, allowing for more personalised interactions, creative ways to resolve service issues, and flexible communication approaches. The findings of this research work indicate that companies must focus on consumer awareness and ethical practices in their AI-based personalised approaches to strengthen their trust and improve customer engagement. 225 consumers were surveyed to explore the factors that determine the effect of AI-generated personalised content on consumer trust and purchase behaviour. The study concludes that AI-generated personalised content has a significant impact on consumer trust and purchase behaviour.
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