• Dr.B.Shirisha

In the digital era, Artificial Intelligence (AI) has become a transformative force in shaping consumer experiences, particularly in the realm of online shopping. AI technologies are being widely adopted by e-commerce platforms to provide highly personalized, efficient, and seamless customer journeys. Features such as recommendation engines, chatbots, personalized advertising, voice assistants, and visual search tools are revolutionizing how consumers discover, evaluate, and purchase products. This study aims to analyze the impact of AI-driven tools on the online buying behaviour of consumers, focusing on key aspects such as consumer engagement, trust, satisfaction, and purchasing decisions. A structured questionnaire was distributed to 100 respondents who frequently use online shopping platforms. The data was analyzed using descriptive statistics and visual tools to uncover patterns in AI feature adoption and consumer preferences. Findings from the study reveal that recommendation engines and personalized ads are the most widely used and influential AI tools in shaping consumer choices. While consumers appreciate the convenience and relevance provided by AI, concerns about data privacy and the impersonality of automated services were also observed. The study concludes that the strategic use of AI can significantly enhance the online buying experience, but it must be balanced with ethical considerations and transparent data practices. This research offers valuable insights for e-commerce businesses, marketers, and technology developers to understand evolving consumer expectations in the AI-driven shopping landscape and to refine their AI integration strategies accordingly.

Artificial Intelligence, Online Buying Behaviour, E-commerce, Personalization, Chatbots

"ROLE OF ARTIFICIAL INTELLIGENCE IN ONLINE BUYING BEHAVIOUR – A STUDY", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.12, Issue 8, page no.399-402, August-2025, Available :http://www.jetir.org/papers/JETIRHC06061.pdf

"ROLE OF ARTIFICIAL INTELLIGENCE IN ONLINE BUYING BEHAVIOUR – A STUDY", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.12, Issue 8, page no. pp399-402, August-2025, Available at : http://www.jetir.org/papers/JETIRHC06061.pdf