Article
Digital Commerce Transformation: Impact of AI on Consumer Buying Behavior
Artificial Intelligence (AI) has fundamentally transformed digital commerce by reshaping how consumers discover, evaluate, and purchase products online. This paper investigates the impact of AI-driven technologies — including recommendation engines, chatbots, dynamic pricing algorithms, predictive analytics, and intelligent search — on consumer buying behavior in e-commerce environments. A descriptive and exploratory research methodology was employed, combining primary data from 120 respondents through structured questionnaires with secondary data from published literature, industry reports, and e-commerce analytics platforms. Analysis reveals that 72% of respondents agreed that AIpowered personalized recommendations significantly influence their online purchase decisions, while 66% expressed positive satisfaction with chatbot-based customer service interactions. Dynamic pricing algorithms were found to induce purchase reconsideration in 41% of respondents, raising transparency concerns. AI-curated reviews and ratings were trusted by 75% of respondents as influential decision aids. Concerns about data privacy and algorithmic transparency emerged as critical barriers to unconditional AI acceptance. Findings confirm that AI adoption in digital commerce enhances personalization, improves user experience, and increases conversion rates, while simultaneously introducing ethical imperatives around transparency, fairness, and consumer data stewardship.
Full Text Attachment
