This article explores the integration of artificial intelligence (AI) in digital marketing through social and mobile networks and its role in fostering sustainable consumer behavior. AI enhances personalization, sentiment analysis, and campaign automation, reshaping marketing dynamics and enabling brands to engage interactively with users. A quantitative study conducted on 501 social media users evaluates how perceived benefits, risks, trust, transparency, satisfaction, and social norms influence the acceptance of AI-driven marketing tools. Using structural equation modeling (SEM), the findings show that social norms and perceived transparency significantly enhance trust in AI, while perceived benefits and satisfaction drive user acceptance; conversely, perceived risks and negative emotions undermine trust. From a sustainability perspective, AI supports the efficient targeting and personalization of eco-conscious content, aligning marketing with environmentally responsible practices. This study contributes to ethical AI and sustainable digital strategies by offering empirical evidence and practical insights for responsible AI integration in marketing.

Our study focuses on exploring the cognitive changes that Artificial Intelligence has on two generational cohorts: Millennials and Generation Z. Artificial Intelligence has developed so much that it can intervene in solving problems, streamlining tasks, and providing information very fast. However, there might be a risk regarding this technology that could have a negative effect on critical thinking, decisionmaking, and memory. Through our research paper, we focused on discovering if Artificial Intelligence has an impact on the cognition of two generations: Millenials and Generation Z. For this, we used an approach in which we integrated mixed research methods, both quantitative and qualitative, to ascertain the complex interaction between AI and cognition. The results indicated that neither the educational background nor the generational differences produced significant outcomes, suggesting that both generations can integrate AI technologies into their everyday lives. Although the benefits are obvious, there are some concerns about cognitive shifts, so that, through a balanced integration of Artificial Intelligence in everyday life, we can end up capitalizing on its potential for a positive cognitive impact. Based on the research findings, we discovered a complex connection between the use of AI among Generation Z and Millennials and cognitive changes, suggesting a uniform cognitive involvement with AI technologies among the respondents. However, certain concerns remain regarding the potential negative effects that can be represented by the addiction that it can cause, and by a certain cognitive laziness. This paper contributes to this field by highlighting the need for a balanced approach to the integration of Artificial Intelligence in educational and professional environments, advocating strategies that capitalize on the advantages of Artificial Intelligence while mitigating the negative impact on cognition

In the digital age, charitable organizations increasingly rely on websites as crucial platforms for fundraising, outreach, and communication. Integrating human traits to digital interfaces as a mean to improve the user’s attitude and experience is a well-researched topic with various case studies. This study investigates the impact of images featuring genuine human faces and perceived social scenarios on user engagement metrics within the context of charitable websites, focusing on trust perception, social media sharing behavior, and donation willingness. A controlled A/B/C test was conducted, presenting participants with three versions of a charitable website: one displaying a stack of books (Version A), another showcasing a stock image of children in school (Version B), and the third featuring a genuine photo of Romanian children engaged in learning activities (Version C). Data was collected from 150 respondents (50 for each version), and quantitative analysis was performed to evaluate the effectiveness of each background image in influencing user behavior. Results shown that authentic photographs evoke more trust and willingness to donate to a cause among Romanian respondents. The conclusions of this paper can be used to further improve the results of online crowdfunding efforts of charitable organizations.

This article investigates how AI can improve the user experience of various e-commerce platforms through personalization and automation, with a focus on consumer perception, trust, data privacy concerns but also the final purchase intention. Although a new topic to be researched, the current literature mentions the clear potential of artificial intelligence in improving customer engagement and satisfaction, although ethical considerations around data handling and bias remain ongoing challenges. Studies show that well-implemented, AI-based recommendation systems and chatbots can make the shopping journey simpler and more enjoyable, yet the acceptance of these technologies varies across different consumer segments. Drawing on these insights, the present research employed a structured, closed-ended survey administered to 150 online shoppers from Romania. The methodology aimed to address three core questions: (1) Does AI-driven personalization positively impact user satisfaction and purchase intention? (2) Are chatbots perceived as effective tools for resolving routine inquiries? (3) Do privacy and data security concerns reduce consumer trust in AI-enhanced e-commerce platforms? Analysis of the collected data indicates that, while most respondents find AI features convenient and helpful, a considerable proportion remains skeptical due to fears of privacy infringement. As a consequence, user trust remains a critical factor in AI acceptance. By analyzing our findings and comparing them with established theoretical frameworks, our paper contributes to the existing body of knowledge on AI applications in e-commerce and marketing. It shows that balancing technological innovation with transparent and ethical data practices is necesary for maximizing AI’s benefits while keeping the consumer trust in online commerce.