This study examines the influence of AI-driven personalization capabilities on consumer purchase intention, focusing on the mediating role of customer engagement. It explores how recommendation accuracy, real-time adaptation, and predictive analytics capability enhance customer engagement in digital commerce. Data were collected from 473 online consumers using a questionnaire and analyzed using Structural Equation Modeling with SmartPLS. The findings reveal that all three AI-driven personalization dimensions significantly and positively affect customer engagement. In turn, customer engagement has a strong positive impact on purchase intention. Moreover, customer engagement was found to mediate the relationships between AI-driven personalization capabilities and purchase intention, confirming its critical role in translating technological capabilities into consumer behavior. All hypotheses were statistically supported. This study enriches the literature on AI in marketing context by clarifying how personalization capabilities influence consumer decisions. It also provides practical insights for businesses aiming to enhance engagement and increase purchase intention through advanced AI-driven personalization strategies.

This study investigates the critical role of IT infrastructure and project flexibility in achieving project success within the financial sector. Based on resource-based theory and the dynamic capabilities perspective, we propose a conceptual model wherein IT infrastructure influences project success both directly and indirectly through its impact on project flexibility. Data collected from 190 financial sector professionals were analyzed using PLS-SEM. Our findings provide strong support for all hypothesized relationships. Specifically, we find that IT infrastructure has a significant positive impact on both project success and project flexibility. Furthermore, project flexibility is found to mediate the relationship between IT infrastructure and project success, indicating that a robust IT infrastructure contributes to project success, in part, by fostering greater project flexibility. These findings indicate the strategic importance of IT infrastructure investments for financial institutions seeking to enhance project outcomes in a rapidly changing and increasingly competitive landscape.