Impact of AI-Driven Product Recommendations on Brand Engagement: A Study of The Indian E-Commerce Sector

The rapid growth of the e-commerce sector, supported by advancements in artificial intelligence, has significantly transformed the way consumers interact with brands. Among various AI applications, AI driven product recommendations have emerged as a key tool for enhancing customer experience and influencing consumer behavior. This study examines the impact of AI driven product recommendations on brand engagement in the Indian e-commerce sector, with a specific focus on its cognitive, affective, and behavioral dimensions. The research adopts a quantitative approach using primary data collected from 301 online shoppers through a structured questionnaire. Statistical techniques including descriptive analysis, reliability testing, correlation, regression, and ANOVA were applied using SPSS to analyze the data. The findings indicate that AI driven product recommendations have a strong and statistically significant impact on brand engagement. The results show that AI recommendations positively influence cognitive engagement by increasing attention and awareness, and affective engagement by enhancing satisfaction and emotional connection. The impact on behavioral engagement is positive but comparatively moderate, suggesting a gap between consumer perception and actual action. Correlation and regression analysis further confirm that AI recommendations explain a substantial proportion of variation in brand engagement, highlighting their importance as a strategic marketing tool. The study also identifies variations in consumer responses across different segments, emphasizing the need for targeted personalization strategies. The study contributes to both theory and practice by providing a structured understanding of how AI driven recommendation systems influence different dimensions of engagement in an emerging market context. The findings offer valuable insights for e commerce firms to desig more effective, personalized, and customer centric strategies while maintaining consumer trust and relevance.