<![CDATA[This study examines the influence of Artificial Intelligence (AI) features on consumer purchase intention within Indonesian e-commerce platforms by integrating perceived personalization and trust as mediating mechanisms. Using a quantitative approach, data were collected from active e-commerce users and analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS). The results reveal that AI features significantly enhance perceived personalization and trust, although they do not directly influence purchase intention. Instead, both mediators play critical roles, with trust emerging as the strongest pathway connecting AI features to purchase intention. These findings demonstrate that AI’s impact operates through consumers’ psychological evaluations rather than through direct behavioral responses. The study provides empirical evidence from an emerging market context, offering insights into how personalization and trust can strengthen user engagement with AI-driven platforms. The implications extend to platform managers, AI developers, and regulators seeking to optimize consumer experience while ensuring transparency and data protection in Indonesia’s rapidly evolving digital marketplace. JEL: M21, M31, M53.]]>
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