A Study On The Impact Of Ai-Driven Personalized Recommendations On Consumer Behaviour In Online Purchases

Abstract

Technology has been influencing mankind since decades in terms of the way they live their lives. One such technology that brought the world on our fingertips is e-commerce. Today, the world has become so dynamic that people can literally purchase anything online, anywhere, anytime. The retail sector is changing rapidly with the use of newer technologies and one such technology is Artificial Intelligence (AI) which is transforming the online purchase experience and shaping consumer behaviour. This research aims to study the impact of AI-driven personalized recommendations on consumer behaviour and their engagement with reference to online purchases. It also attempts to explore the awareness and satisfaction of consumers with these recommendations.