This research examines the rising role of artificial intelligence as a strategic guide within the consumer journey, offering both theoretical and applied insights into its influence on digital marketing. AI-driven systems have transformed the quality of product information presented to consumers, making attributes such as accuracy, reliability, clarity, and timeliness critical determinants of consumer evaluation and decision-making processes. The study analyzes how AI-generated information reshapes consumers’ perceived value and how this transformation subsequently influences purchase intention. Empirical findings indicate that high-quality information reduces consumer uncertainty, facilitates more efficient evaluation, and enhances trust in AI-mediated interactions. Perceived value operates as a partial mediator between information quality and purchase intention, strengthening both functional and emotional assessments within the decision process. The applied analyses reveal that artificial intelligence functions not merely as a technical automation tool but as a cognitive and experiential mechanism shaping consumer behavior in digital environments. In this context, the research underscores the central importance of information quality and value-creation processes in designing AI-based marketing strategies and highlights their broader implications for understanding consumer behavior in the digital era. Overall, this research provides a comprehensive contribution by elucidating the dynamic relationship between AI-enabled information delivery, perceived value, and consumer purchase intention.