The effectiveness of digital marketing strategies supported by artificial intelligence: Attitudinal differences between generations Y and Z

Artificial intelligence–based digital marketing strategies have become a significant means of shaping customer interactions through data-driven systems, providing companies with a competitive advantage. This study examines the impact of digitalization on consumer behavior based on generational differences and compares the attitudes and purchase intentions of Generations Y and Z toward AI-supported marketing practices. The purpose of the research is to reveal the effects of subjective norm, attitude, hedonic value, perceived utilitarian value, and AI usage on purchase intention in online shopping. The research population consists of individuals who shop in digital environments, and the sample includes participants from Generations Y and Z selected through purposive sampling (n=403). The data were collected between April 29 and May 14, 2025, via an online survey and analyzed using SPSS software. Findings show significant differences between Generations Y and Z in their perceptions of AI applications. While Generation Y evaluates technology in terms of functionality and ease of use, Generation Z focuses on trust, experience, and social interaction. The confirmation of hypothesis H3.2 indicates that purchase intention significantly differs across generations. Regression analysis (Table 51) shows that subjective norm, attitude, and AI usage have positive and significant effects on purchase intention, with AI usage being the strongest predictor (β = .774, p < .001). In conclusion, digital marketing strategies should be built on personalized, ethical, and transparent structures. Strengthening hybrid touchpoints, adopting user-centered design, and enhancing feedback mechanisms can foster both immediate satisfaction and long-term brand loyalty.