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INTERNATIONAL JOURNAL OF ADVANCED RESEARCH IN COMMERCE, MANAGEMENT & SOCIAL SCIENCE (IJARCMSS) [ Vol. 9 | No. 3 (III) | July - September, 2026 ]

The Impact of Artificial Intelligence on Consumer Behaviour in E-Commerce: A Study in Chennai City

Ms. Keerthana B & Dr. S. Jayakani

Artificial Intelligence (AI) has a major effect on consumer behaviour in the field of E-Commerce by allowing customers to have personalized experiences on line. Which means of machine learning and data analysis, AI systems offer Customer service Chatbots, Personalized product recommendation feeds, Voice search assistants, Smart predictive features, Visual/image search tools, and AI-driven Virtual Try-On. The use of Artificial Intelligence (AI) contributes to the higher levels of consumer satisfaction in E-commerce which helps to influence customer to make purchase decisions and increases engagement. In this regard, the purpose of this article is to look at the impact of AI in e-Commerce on consumer behaviour, with a specific emphasis on how artificial intelligence affects consumer purchasing decisions and the buying process in E-Commerce. This study by means of a structured consumer survey. The study was carried out among 260 online consumers in Chennai city and showed that the incorporation of AI-based tools (such as chatbots, virtual try-on, personalized decision making, and product recommendations) into e-Commerce platforms has given a positive impact on the online shopping experience and affects the purchase decision-making process and also young consumers in particular viewing these tools as essential to their digital buying behaviour. Hence, this research provides insights into the developing relationship between technological advances and consumer behaviour in the E-commerce platform.

Keerthana, B. & Jayakani, S. (2026). The Impact of Artificial Intelligence on Consumer Behaviour in E-Commerce: A Study in Chennai City. International Journal of Advanced Research in Commerce, Management &Amp; Social Science, 09(03(III)), 91–96. https://doi.org/10.62823/ijarcmss/9.3(III).9456
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DOI:

Article DOI: 10.62823/ijarcmss/9.3(III).9456

DOI URL: https://doi.org/10.62823/ijarcmss/9.3(III).9456

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