• D PAULWIN KIRUBAKARAN
• UDDHAV MALPANI

Artificial intelligence has in recent years got a lot of attention in terms of decision making, future forecasting and it even helps to take strategic decisions, a lot of companies now a days predict the sales and future with the help of A.I. as Artificial Intelligence has the powerful ability to collect and analyse large volumes of data and provide decisions for taking any action. Many companies are now adopting this technology to identify patterns based on browsing, purchase history, account information’s etc. this data collected then form the basis of creating customized recommendations for each customer. Many companies i.e. Google and Microsoft etc. are already investing into new A.I. initiatives. Many leading companies have started implementing different forms of A.I. to better understand their customers and give them what they want and provide an enhanced customer experience. This paper highlights the role, Artificial Intelligence plays in the decision making of the consumers and the ways companies are adopting it to decide what the consumer wants and determine their taste and preference and understand the consumers buying behaviour.

Artificial Intelligence, technology, decision Making, consumer buying behaviour.

"How is Artificial Intelligence helping consumers make buying decision? And how companies are using Artificial Intelligence.", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 12, page no.610-615, December 2019, Available :http://www.jetir.org/papers/JETIR1908245.pdf

"How is Artificial Intelligence helping consumers make buying decision? And how companies are using Artificial Intelligence.", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 12, page no. pp610-615, December 2019, Available at : http://www.jetir.org/papers/JETIR1908245.pdf