<![CDATA[The digital transformation of the photography industry is shaped by advancements in artificial intelligence (AI) and the growing role of social media as a medium for interaction and promotion. Fotoyu, an application that integrates facial recognition-based AI with visually appealing design, caters to consumer needs in documenting sports events. This study investigates the influence of AI, social media presence, and visual aesthetics on purchase intention, with perceived enjoyment serving as a mediating variable. A quantitative method was employed by distributing online questionnaires to 240 Fotoyu users who participated in running events in Bali. Data were analyzed using the SEM-PLS approach. The results reveal that all independent variables exert a positive and significant impact on both perceived enjoyment and purchase intention. Moreover, perceived enjoyment fully mediates the effect of AI and partially mediates the effects of social media presence and visual aesthetics on purchase intention. These findings emphasize the pivotal role of perceived enjoyment in shaping users’ purchasing decisions. From a practical perspective, the study highlights the importance of enhancing AI capabilities, implementing effective social media strategies, and optimizing visual design to foster enjoyable user experiences and increase purchase conversions on digital platforms.]]>
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