Understanding How Advertiser Utilise Artificial Intelligence (AI) to Shape Gen Z's Perception Affecting Their Purchasing Behaviour and Trust

Yong, Xin Ying (2025) Understanding How Advertiser Utilise Artificial Intelligence (AI) to Shape Gen Z's Perception Affecting Their Purchasing Behaviour and Trust. Final Year Project (Bachelor), Tunku Abdul Rahman University of Management and Technology.

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Abstract

This study explores the relationship between artificial intelligence (AI) and Generation Z (Gen Z) consumers, specifically how AI-driven advertising affects their purchasing behaviour and trust. AI has changed the way marketing is done, which is creating personalised advertising, analysing consumer behaviour, and using chatbots to increase user engagement. In addition, this study examines the interactive dynamics between AI technology and Gen Z purchasing behaviour, specifically personalisation, relevance in AI marketing strategies, and concerns about privacy and trust when engaging with advertisements. This study will conduct online surveys and collect data on social media such as Instagram and Xiaohongshu to know the relationship between Gen Z and AI-driven advertising. By understanding this, advertisers can develop better strategies to connect with Gen Z.