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VOL. 13, ISSUE 2 (2026)
Generative AI in personalised advertising: Impacts on consumer engagement
Authors
T Kayalvizhi, Dr. S Aarthi
Abstract
Purpose:
Generative Artificial Intelligence (GenAI) is
fundamentally transforming the advertising landscape, enabling unprecedented
levels of personalisation that dynamically tailor ad content, format, and
timing to individual consumers. This study investigates the impact of
GenAI-powered personalised advertising on consumer engagement, measuring
effects on attention, click-through behaviour, purchase intent, and brand
recall. A structured survey was administered to 350 consumers across major
Indian metropolitan cities. Descriptive statistics, simple percentage analysis,
Chi-Square Test of Association, Pearson Correlation Analysis, Exploratory
Factor Analysis, and Multiple Regression Analysis were employed to examine
relationships between GenAI advertising exposure, consumer awareness,
engagement behaviour and privacy concern levels. The study found that 67 per
cent of respondents are aware of GenAI-driven advertising. However, 60 per cent
of respondents expressed high or very high concern about data privacy in AI advertising
contexts.
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Pages:138-143
How to cite this article:
T Kayalvizhi, Dr. S Aarthi "Generative AI in personalised advertising: Impacts on consumer engagement". International Journal of Multidisciplinary Research and Development, Vol 13, Issue 2, 2026, Pages 138-143
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