• Dr. T.T. Karthik
• Dr. T.P. Ramprasad

In the digital age, artificial intelligence (AI) is changing the dynamics of consumer behaviour more and more. With an emphasis on important AI-driven features like personalization, chatbot support, and recommendation systems, this study examines how Artificial Intelligence applications affect digital consumer purchasing behaviour. It shows how AI improves personalization, automates customer support, and permits real-time involvement, eventually influencing how customers engage with brands. It does this by drawing on empirical data and existing literature. But the study also raises important issues with trust and data protection, which may have a detrimental impact on how customers react to AI. Businesses adopting AI must strike a balance between technological efficiency and consumer expectations to build long-term relationships and sustainable brand loyalty.

AI in Marketing, Artificial Intelligence, Digital Consumer Behaviour, Impact of AI, and Predictive Analysis.

"Impact of Artificial Intelligence in Digital Consumer Behaviour", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.12, Issue 5, page no.i311-i317, May-2025, Available :http://www.jetir.org/papers/JETIR2505931.pdf

"Impact of Artificial Intelligence in Digital Consumer Behaviour", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.12, Issue 5, page no. ppi311-i317, May-2025, Available at : http://www.jetir.org/papers/JETIR2505931.pdf