AI-POWERED DATA VISUALIZATION: A KEY FACTOR IN OPTIMIZING DIGITAL MARKETING DECISIONS
DOI:
https://doi.org/10.1234/aira.v2i2.43Keywords:
AI-driven data visualization, decision-making effectiveness, digital marketing, Generation Z, interactive design, real-time insights, predictive visualization, social commerceAbstract
This study investigates the impact of multiple AI-driven data visualization elements on decision-making effectiveness in digital marketing, focusing on Generation Z consumers. The research addresses the significance of AI tools in marketing, particularly in enhancing decision-making processes. While previous studies have examined individual elements, this study combines factors like content clarity, interactive design, real-time insights, predictive visualization, and user accessibility to explore their collective impact. The study addresses a gap in the literature by examining how these elements, when used together, improve decision-making in the digital marketing context. A quantitative correlational approach was used, with a sample of 100 Generation Z consumers who actively engage with digital marketing campaigns. Data were collected via a structured questionnaire with a 5-point Likert scale. SPSS version 26 was used for statistical analysis, including validity testing (r > 0.195), reliability testing (Cronbach's Alpha > 0.70), and classical assumption tests. Multiple regression analysis showed that all independent variables significantly influenced decision-making effectiveness, with interactive design (t = 6.132, p < 0.001) showing the strongest impact, followed by real-time insights (t = 5.872, p < 0.001). The overall model was significant (F = 7.845, p < 0.001). This study contributes to social commerce literature by advancing the understanding of AI-driven data visualization tools in digital marketing. It also provides practical implications for businesses seeking to enhance decision-making through AI. The study sets the foundation for future research on the collective impact of multiple marketing elements and evolving technologies.
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