The Impact of Artificial Intelligence on Consumer Behaviour in E-Commerce: A Review

For online businesses to succeed over the long term in the ever- changing world of electronic commerce (e-commerce), it is essential to comprehend and adjust to changing consumer behaviour. With an emphasis on the revolutionary role of customization driven by artificial intelligence (AI) and its influence on market trends, this analysis explores the relationship between e-commerce and consumer behaviour. The introduction of AI has completely changed how e-commerce platforms interact with and accommodate the interests of individual customers. AI-powered personalization strategies use sophisticated algorithms to examine enormous datasets in technology, allowing for the provision of user experiences,
product recommendations, and content that is extremely relevantand customized. The study explores how machine learning algorithms can be used to forecast customer preferences, expedite thecheckout process, and create a more individualized shopping experience. The review also looks at the difficulties and moraldilemmasdevelops. To give a thorough grasp of the wider ramifications of AI in
influencing consumer behaviour, topics including data privacy,algorithmic bias, and the fine line between personalization and intrusiveness are investigated. In conclusion this research providesinsightful information about the mutually beneficial interaction between e-commerce and consumer behaviour, highlighting therevolutionary potential of AI-powered personalization and its impact
on new market trends.