Anita Kumari, Pooja Thakur
Department of Commerce, Dr. Harisingh Gour Vishwavidyalaya, Sagar (M.P.)
Abstract
The proliferation of digital technology has greatly transformed consumer behaviour, as online platforms and cutting-edge technologies like artificial intelligence (AI) challenge and enhance consumer perceptions related to goods and services. This paper explores how artificial intelligence (AI) influences consumer behaviour, with a focus on AI-powered tools and technology. The findings reveal a positive link between AI and consumer buying decision and underscore AI's importance in modern business strategies, where personalized, data-driven experiences are key to maintaining customer loyalty. Nevertheless, the investigation also addresses challenges and ethical dilemmas, including algorithmic bias and data privacy, underscoring the necessity for businesses to strike a balance between the advantages of AI and these potential concerns in order to maintain consumer trust.
Keywords: Artificial Intelligence; AI-driven decision; Buying Behaviour; Consumer Behaviour; Predictive AI
Journal Name :
EPRA International Journal of Economic and Business Review(JEBR)

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Published on : 2025-01-25

Vol : 13
Issue : 1
Month : January
Year : 2025
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