To what extent do AI-powered recommendation engines affect consumer brand switching behavior?

The swift and intense uptake of artificial intelligence (AI) technologies across e-commerce anddigital marketing has triggered core changes in consumers' behaviors in making their decisions,specifically in terms of their brand loyalty and switching propensities. This research study exploresin depth how, or the extent to which recommendation engines based on AI contribute to shapingconsumers' switching propensity is related to the processes involved, such as personalization,data-driven discovery processes, and the trust dynamics that are built between consumers andbrands. Through synthesizing valuable trends gleaned from different industry reports such as thosecarried out by McKinsey, Deloitte, and Rapid Innovation, as well as scholarly literature, this studyapplies a mixed-methods approach to critically explore how artificial intelligence is changing thetraditional relationships that exist between consumers and brands.