Artificial Intelligence (AI) has emerged as one of the most transformative technologies in the digital economy, significantly reshaping the way businesses operate and consumers behave. This research paper examines the impact of AI on consumer behaviour, focusing on how AI-driven tools such as recommendation systems, chatbots, predictive analytics, and personalization algorithms influence consumer decision-making. The study also explores the advantages and challenges of AI adoption, including privacy concerns, ethical issues, and trust deficits. The research is based on secondary data collected from journals, reports, and industry analyses. The findings indicate that AI has enhanced customer experience, improved decision-making efficiency, and increased consumer engagement, while simultaneously raising concerns about data security and ethical usage.
Akshay Sharad Rokade (Tue,) studied this question.
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