Authors : Komal Yadav; Sanjucta Mondal; Nikhil Menaria; Saptarshi Ray

Volume/Issue : Volume 8 - 2023, Issue 12 - December

Google Scholar : http://tinyurl.com/ye2a3xje

Scribd : http://tinyurl.com/3xk3p6vf

DOI : https://doi.org/10.5281/zenodo.10450821

Abstract : This research article aims to investigate how AI affects consumer’s decision-making process when making purchases of branded products. Artificial Intelligence technologies are becoming more and more widespread throughout society because they are the backbone for innovative value propositions and distinctive client experiences. Better customer experiences strengthen the relationship between consumers and brand and help brands different from its competitors. Companies must employ artificial intelligence to safeguard the consumers' data in order to win over consumer confidence. The connection between AI marketing activities and brand preferences was also influenced through brand experience. The development of artificial intelligence has increased customer happiness even more, making it even more crucial in the contemporary environment. Insights into consumer behaviour patterns enable companies create more individualised customer experiences, which increases the likelihood that customers will switch their loyalties to that specific brand. Artificial intelligence (AI)-enabled technology was used by e-commerce businesses to ascertain client demands and preferences for online products and services. The artificial intelligence maintains a record of the customer's preferences, buying habits, frequency of purchases, and average purchase price during a certain time period. Marketers could use artificial intelligence (AI) to determine the marketing tactics that generated the most interest from consumers. Based on this data, businesses may create a flawless strategy for future advertising that will probably result in more sales. It enables Ecommerce Businesses comprehensive client information. Without requiring human participation, AI can be implemented to track complaints from customers and inquiries. AI could assist you in decision-making about sales, website visitor behaviour analysis, customer behaviour prediction, and company strategy optimization. This study employee convenient sampling method. Targeted groups were between the age of 18 years to 44 years. This study reported that the influence of AI in buying behaviour of consumer and concluded with factors.

Keywords : Artificial Intelligence, consumers, branded products, industry.