<![CDATA[This study aims to analyze the influence of Artificial Intelligence Marketing and Consumer Trust on Purchase Intention in Generation Z consumers. A sample of 100 Generation Z respondents who actively use digital media and are exposed to AI-based marketing was selected using purposive sampling techniques. Data were collected through a Likert scale questionnaire of 1–5 and analyzed using multiple linear regression, t-test, F test, and determination coefficient (R2) test. The results showed that partially, Artificial Intelligence Marketing (t = 12.021; p = 0.000) and Consumer Trust (t = 7.873; p = 0.000) had a positive and significant effect on Purchase Intent. Simultaneously, Artificial Intelligence Marketing and Consumer Trust had a significant effect on Purchase Intention (F = 278.811; p = 0.000). A determination coefficient value (R2) of 0.852 showed that 85.2% of the variation in Purchase Intention was influenced by these two variables, while the remaining 14.8% was influenced by other factors outside the model. This study concludes that optimizing personalization-based AI marketing strategies coupled with maintaining consumer trust is a key determinant in encouraging Generation Z's buying interest.]]>
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