The Role of Artificial Intelligence in Brand Experience: Shaping Consumer Behavior and Driving Repurchase Decisions

The rapid advancement of Artificial Intelligence (AI) has transformed brand experiences, influencing consumer behavior and repurchase decisions in digital marketplaces. This study aims to examine the role of AI in enhancing brand experience and its impact on consumer purchasing behavior, particularly in driving repurchase intentions. A quantitative research approach was employed, involving a sample of 340 online shoppers who have previously engaged with AI-driven brand interactions. Data were collected through a structured questionnaire and analyzed using Structural Equation Modeling (SEM) with AMOS. The findings reveal that AI-powered brand experience significantly affects consumer trust, satisfaction, and emotional engagement, which in turn positively influences repurchase decisions. The study also highlights that personalized AI-driven interactions, such as chatbots, recommendation systems, and predictive analytics, enhance consumer perception of brand value, fostering long-term loyalty. The implications of this research suggest that businesses should leverage AI technologies to create immersive and personalized brand experiences that strengthen customer retention and maximize sales performance. This study contributes to the literature by integrating AI and brand experience within the consumer decision-making framework, offering a novel perspective on AI’s role in shaping repurchase behavior. Future research could explore industry- specific AI applications and their impact on different demographic segments.

@article{Mustikasari2025,
  title     = {The Role of Artificial Intelligence in Brand Experience: Shaping Consumer Behavior and Driving Repurchase Decisions},
  journal   = {International Journal of Advanced Computer Science and Applications},
  volume    = {16},
  number    = {4},
  year      = {2025},
  publisher = {The Science and Information Organization},
  author    = {Ati Mustikasari and Ratih Hurriyati and Puspo Dewi Dirgantari and Mokh Adieb Sultan and Neng Susi Susilawati Sugiana},
  doi       = {10.14569/IJACSA.2025.0160432},
  url       = {https://doi.org/10.14569/IJACSA.2025.0160432}
}