From Search Engines to AI Engines: How Generative Artificial Intelligence Is Transforming Consumer Discovery, Decision-Making, and Digital Marketing Ecosystems

Abstract

The rapid evolution of generative artificial intelligence (AI) significantly transformed consumer discovery, decision-making behaviour, and digital marketing ecosystems across digital platforms. This study examined the influence of AI-powered technologies on online consumer interactions and marketing transformation in contemporary digital environments. The research investigated the role of conversational AI, recommendation systems, predictive analytics, and automated content generation in improving personalized consumer experiences and marketing efficiency. A quantitative research design was adopted, and primary data were collected from 420 respondents consisting of digital consumers and marketing professionals through a structured questionnaire. Statistical analysis revealed high respondent agreement regarding the impact of generative AI on consumer discovery processes (M = 4.24, SD = 0.61), consumer decision-making behaviour (M = 4.18, SD = 0.64), and digital marketing ecosystem transformation (M = 4.36, SD = 0.56). The findings indicated that AI-powered systems improved information accessibility, personalized engagement, customer interaction, and operational efficiency within digital marketing platforms. The study also identified ethical concerns related to data privacy, transparency, misinformation, and algorithmic bias that influenced consumer trust and technology acceptance. The results confirmed that generative artificial intelligence fundamentally reshaped digital consumer behaviour and modern marketing communication systems. The study contributed valuable insights for marketers, organizations, and policymakers seeking to implement responsible and effective AI-driven marketing strategies in increasingly automated digital ecosystems.

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