The research, published in 2026 in the Formosa Journal of Science and Technology, analyzed how consumers respond to artificial intelligence systems used in e-commerce platforms to recommend products and personalize marketing messages. The findings highlight a key insight for businesses: building trust and improving consumer understanding of AI may be more important than the technology itself in driving sales.
AI is Reshaping Modern Marketing
Artificial intelligence has become a powerful tool in the digital economy. Companies increasingly rely on AI algorithms to analyze user data, predict consumer preferences, and deliver personalized product recommendations.
From streaming platforms suggesting movies to online stores recommending products, AI systems help businesses tailor marketing strategies to individual customers. These tools allow companies to increase engagement, improve efficiency, and create more relevant customer experiences.
Global adoption of AI in business has surged in recent years. Industry data cited in the study shows that the percentage of organizations integrating AI technologies rose dramatically between 2017 and 2025, reflecting a broader wave of digital transformation.
Indonesia is part of this trend. Rapid growth in the country’s digital economy - particularly in e-commerce - has created a fertile environment for AI-driven marketing strategies. Major urban centers such as Jakarta, where digital literacy and internet access are relatively high, are becoming key testing grounds for new marketing technologies.
Yet technological sophistication alone does not guarantee consumer acceptance. Concerns about privacy, data security, and algorithm reliability continue to shape how people perceive AI-powered services.
Survey of 400 E-Commerce Consumers
To better understand these dynamics, the research team from Pakuan University conducted a large-scale consumer survey.
The study collected responses from 400 e-commerce users in Jakarta between June and August 2025. Participants were asked about their experiences with AI-driven product recommendations and personalized marketing features commonly used by online marketplaces.
Researchers analyzed the data using a structural statistical model that examined the relationships among several key factors:
- Perceived usefulness of AI technology
- Consumer trust in AI systems
- Perceived risk when interacting with AI-based platforms
- Consumer knowledge about AI and digital technology
- Purchase intention in e-commerce
This analytical approach allowed the researchers to measure both direct and indirect relationships between these variables.
Key Findings: Trust and Knowledge Matter Most
The results reveal a nuanced relationship between AI technology and consumer behavior.
1. AI usefulness increases trust
Consumers who perceive AI systems as helpful and efficient tend to trust the technology more.
2. AI usefulness improves consumer knowledge
AI-based recommendations can also help consumers better understand products and digital platforms.
3. AI reduces perceived risk
When users believe AI systems are reliable, their concerns about privacy or uncertainty decrease.
4. AI does not directly increase purchase intention
Surprisingly, the study found that AI usefulness alone does not automatically lead consumers to buy products.
5. Purchase intention depends on trust and knowledge
Consumers are more likely to make purchases when AI systems build trust and improve their understanding, rather than simply providing personalized recommendations.
In other words, AI works best when it strengthens the relationship between technology and consumer confidence.
Why Consumers Still Hesitate
One explanation lies in the psychological factors behind online purchasing decisions.
Even when AI systems deliver accurate recommendations, consumers may remain cautious if they worry about data privacy or algorithmic transparency. If users do not fully understand how recommendations are generated, they may hesitate to rely on them.
According to the researchers, trust acts as a bridge between technology and consumer action.
As the authors explain, AI-driven marketing becomes effective when it builds consumer confidence and reduces uncertainty, rather than merely optimizing algorithms.
Implications for Businesses and Policymakers
The findings offer several practical lessons for companies and digital platforms.
For policymakers, the study also highlights the importance of data protection frameworks and ethical AI governance. Regulations that safeguard consumer privacy could strengthen public confidence in AI-powered digital services.
The Future of AI Marketing in Emerging Economies
Emerging digital markets such as Indonesia provide valuable insights into how consumers adapt to new technologies. Rapid growth in e-commerce platforms, combined with increasing smartphone penetration, means AI-powered marketing will likely become even more widespread.
However, the study suggests that the success of these systems depends on more than technological innovation. Cultural factors, digital literacy, and public trust will all shape how consumers interact with AI in the marketplace.
For companies investing in AI-driven marketing, the message is clear: technology alone cannot drive consumer decisions. Trust and understanding remain essential ingredients.
Author Profiles
Mita Sicillia – Researcher at Pakuan University, specializing in digital marketing, consumer behavior, and artificial intelligence in business.
Slamet Ahmadi – Lecturer and researcher at Pakuan University with expertise in marketing analytics, consumer trust, and technology adoption.
Doni Wihartika – Academic researcher at Pakuan University focusing on digital transformation, e-commerce strategy, and AI-driven business models.
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