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 essentialto comprehend and adjust to changing consumer behaviour. With anemphasis on the revolutionary role of customization driven byartificial intelligence (AI) and its influence on market trends, thisanalysis explores the relationship between e-commerce andconsumer behaviour. The introduction of AI has completely changedhow e-commerce platforms interact with and accommodate the interests of individual customers. AI-powered personalizationStrategies 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 learningalgorithms can be used to forecast customer preferences, expedite thecheckout process, and create a more individualized shoppingexperience. The review also looks at the difficulties and moraldevelops. To give a thorough grasp of the wider ramifications of AI ininfluencing consumer behaviour, topics including data privacy,algorithmic bias, and the fine line between personalization andintrusiveness are investigated. In conclusion this research provides
insightful information about the mutually beneficial interactionbetween e-commerce and consumer behaviour, highlighting therevolutionary potential of AI-powered personalization and its impacton new market trends.