Survey-based analysis reveals that AI recommendations affect consumer purchase behavior, suggesting trust and relevance play significant roles.
Artificial intelligence (AI) has redefined online shopping by enabling platforms to predict user preferences and suggest relevant products. This study investigates how AI-generated recommendations affect online purchase behavior, emphasizing trust, usefulness, and relevance. A survey-based approach was used alongside secondary data to examine consumers’ responses to personalized product suggestions. The findings reveal that transparent and accurate AI recommendations enhance satisfaction and simplify decision-making. The study highlights the importance of ethical AI design and consumer awareness for building trust in digital markets.
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Chawla et al. (2025) studied this question.
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