PRIMJENA UMJETNE INTELIGENCIJE U ONLINE MARKETINGU I PRODAJI: PERCEPCIJA I PONAŠANJE POTROŠAČA / APPLICATION OF ARTIFICIAL INTELLIGENCE IN ONLINE MARKETING AND SALES: CONSUMER PERCEPTION AND BEHAVIOR

Abstract

The aim of this paper is to analyze consumers’ perceptions of the application of artificial intelligence in online marketing and product sales, as well as to determine its impact on purchase decisions, trust in brands, user satisfaction, loyalty, and repurchase intention. The research motivation arises from the increasing use of AI technologies in digital sales channels and the need to understand how consumers recognize and experience such tools in the purchasing process. Empirical research was conducted using a survey questionnaire on a sample of consumers, along with a comparative analysis of existing studies in this field. The collected data were analyzed to examine whether the application of artificial intelligence in online marketing can influence consumers’ perceptions, and whether personalized content, product recommendations, and automated communication can shape their attitudes and purchasing decisions. The research results provide insight into the extent to which consumers recognize the presence of artificial intelligence in the online environment, as well as whether its application contributes to increased user trust and satisfaction or may lead to a sense of manipulation. The significance of this research lies in identifying the role of AI technologies in modern marketing and assessing their effectiveness in improving business performance.