A Study on Influence of AI-Powered Algorithms on College Students' Buying Behaviour

With the rapid advancement of Artificial Intelligence (AI), digital platforms have increasingly adopted AI-powered algorithms to personalize content, advertisements, and product recommendations. In 2024, India’s e-commerce market is expected to exceed US$120 billion, largely driven by algorithm-based personalization and predictive analytics. In this evolving digital ecosystem, understanding how AI-powered algorithms influence buying behaviour has become crucial, particularly among college students who are digitally active and technology-savvy consumers. This study aims to examine the influence of AI-powered algorithms on the buying behaviour of college students by analyzing how recommendation systems, targeted advertisements, dynamic pricing, and personalized content shape purchase decisions. The research adopts a survey-based approach to study students’ exposure to AI-driven platforms such as e-commerce websites and social media applications. The study further explores students’ trust in algorithmic recommendations, emotional triggers such as convenience and fear of missing out (FOMO), and their role in impulse buying behaviour. The findings of the study aim to identify the extent to which AI-powered algorithms subconsciously influence purchase decisions and highlight the psychological and behavioural impact of algorithmic marketing on young consumers.