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Paper A

Integrating AI-Driven Marketing and Cashless Payment Systems: An Empirical Study of Consumer Decision-Making in Household Durable Purchases

Avinash C, J Jayavel J — 2026

peer reviewed journal article  ·   ·  watchlist

Key findings

• AI-powered marketing (think personalized ads and recommendations) appeared to meaningfully boost how engaged, satisfied, and trusting consumers felt — more so than cashless payment features alone.
• Cashless payment options (e.g., digital wallets, UPI-style systems) made buying feel easier and did influence what people chose to buy.
• Trust and perceived ease of use acted as important 'bridges' between digital marketing tactics and consumers actually deciding to purchase — meaning marketing worked partly because it made people feel safe and the process feel simple.
• The authors claim this is the first study to look at AI marketing and cashless payments together rather than separately, finding that the combination strengthens consumer decision-making more than either factor alone.

Marketing implications

• If you sell big-ticket household items (appliances, furniture), pair your AI-personalized ads with a smooth, visible cashless checkout option — the research suggests both working together matters more than either alone.
• Make trust signals (security badges, easy return policies, customer reviews) a core part of your AI-driven campaign creative, not an afterthought — the study suggests trust is the key ingredient that turns digital marketing into actual purchases.
• If you're testing AI recommendation tools, also audit how easy your payment flow is. A smart recommendation engine paired with a clunky checkout may be leaving conversions on the table.

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