<![CDATA[The rapid adoption of Artificial Intelligence (AI) in digital marketing has changed how consumers interact with brands, particularly through personalized recommendations, chatbot services, and dynamic pricing. However, although these AI-based features are widely used on digital platforms, consumers may still question their reliability, fairness, and transparency. This study aims to examine the effects of AI-driven personalization, AI-enabled chatbot interaction, and AI-based dynamic pricing on consumer purchase decisions through trust in AI systems. This research employed a quantitative approach using a cross-sectional survey of consumers who had experience using AI-based features on digital platforms in Indonesia. Data was analyzed using PLS-SEM. The results show that AI-driven personalization and chatbot interaction positively influence purchase decisions, while dynamic pricing has no direct effect. Trust in AI systems significantly mediates the relationship between AI-based marketing features and purchase decisions. This study concludes that consumer trust is essential in converting AI-driven marketing strategies into purchase behavior.]]>
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