Artificial Intelligence (AI) and gamification have emerged as powerful tools in modern marketing. Gamification integrates game-design elements such as points, badges, rewards, challenges, leaderboards, and progress tracking into non-game environments to increase user engagement and motivation. When supported by AI technologies, gamification becomes more personalized, adaptive, and data-driven, allowing marketers to influence consumer attitudes and purchase decisions more effectively. This chapter examines gamification as an AI-enabled marketing strategy and its impact on consumer purchase behavior. The study discusses theoretical foundations, key concepts, consumer psychology, AI-driven personalization, engagement mechanisms, and marketing outcomes associated with gamified platforms. It explores how businesses use AI to analyze customer data, predict preferences, create customized rewards, and deliver real-time experiences that encourage purchasing decisions. The chapter also highlights the role of motivation, perceived enjoyment, social interaction, customer loyalty, and brand engagement in shaping consumer responses. Furthermore, challenges such as privacy concerns, ethical issues, technological dependence, and implementation costs are examined. The findings indicate that AI-enabled gamification significantly enhances customer engagement, satisfaction, retention, and purchase intention by creating interactive and rewarding experiences. Organizations that effectively integrate AI and gamification into their marketing strategies gain competitive advantages through stronger customer relationships and increased sales performance. The chapter concludes that AI-enabled gamification represents a transformative marketing approach capable of influencing modern consumer behavior in digital environments while emphasizing the need.