• Dr. Hema D

The intersection of Generative AI (GAI) and Virtual Reality (VR) is driving innovation in the digital marketplace, particularly in e-commerce, by revolutionizing consumer experiences. Businesses can now create immersive, engaging, and customized shopping experiences thanks to this integration, which revolutionizes how customers view, interact, and explore items. This collaboration offers previously unheard-of degrees of personalization and interaction, from AI-driven virtual shops that adjust to user preferences to real-time product representations in virtual environments.The foundation for developing realistic surroundings and intelligent virtual assistants is provided by cutting-edge technologies like Generative Adversarial Networks (GANs), diffusion models, and Large Language Models (LLMs). By enabling elements like cultural customisation and interactive customer assistance, these tools provide virtual places a dynamic and adaptable quality. But these prospects also present obstacles that need to be overcome. Technical obstacles that prevent these technologies from being implemented seamlessly include computing needs, interoperability problems, and scalability challenges. Security and fairness are called into doubt by ethical issues like as algorithmic prejudice, deepfake usage, and data privacy. Widespread adoption is further complicated by issues with user experience and legal and regulatory framework inadequacies.This study shows how companies may effectively use GAI and VR to improve customer experiences in the digital marketplace by looking at these advancements and tackling their issues. This technology junction has the potential to revolutionize e-commerce through strategic solutions that promote innovation and guarantee moral, equitable, and long-term growth.

Generative AI (GAI), Virtual Reality (VR), E-Commerce Innovation, Immersive Consumer Experiences, Ethical AI Practices, Digital Marketplace Transformation

"Transforming E-Commerce: Harnessing Generative AI and Virtual Reality for a New Era of Retail", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.11, Issue 12, page no.c730-c737, December-2024, Available :http://www.jetir.org/papers/JETIR2412283.pdf

"Transforming E-Commerce: Harnessing Generative AI and Virtual Reality for a New Era of Retail", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.11, Issue 12, page no. ppc730-c737, December-2024, Available at : http://www.jetir.org/papers/JETIR2412283.pdf