The fast growth of artificial intelligence (AI) has completely changed the digital marketing environment by allowing marketers to develop highly customised campaigns based on each customer's unique interests and behaviours. Understanding how it influences Gen Z consumer preferences is also vital. This study assesses how AI-driven marketing experiences impact Gen Z consumer choices, with the emphasis on the mediating roles of perceived trust. A quantitative research approach was used to collect data from 526 frequent users of digital platforms in urban areas of India. The study was evaluated, and the correlations between significant variables were explored by applying structural equation modelling (SEM). The result showed that customers' perceived trust has a beneficial effect on accessibility, interaction, accuracy, and customisation experiences. Gen Z consumers show a strong preference for AI-based marketing services because they trust these services, according to their trust evaluation. And also, this investigation showed that while trust is the primary factor influencing customer behaviour, perceived trust serves as a critical mediator between all experience aspects and consumer preferences. By emphasizing behaviors that foster usefulness, relevance, and trust, the findings provide firms looking to improve personalization tactics with important suggestions
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