A STUDY ON THE USAGE OF ARTIFICIAL INTELLIGENCE TECHNOLOGY IN INFLUENCING CONSUMER BUYING BEHAVIOUR WITH SPECIAL REFERENCE TO ONLINE SHOPPING

The digital landscape evolves into a new era in the business world. The digital process involved the industries and businesses to think on new applications and domains of implementation of Artificial Intelligence into business. The Industries and business started to invest in technologies for their business benefits and it will also improve customer experience, help to lift conversion, revenue, and profit significantly. AI reacts faster than any human can catch both micro and macro trends. This paper is leveraging the innovativeness in technology and its impact on consumer buying behavior analyzed. AI technology supports buyers during online shopping platforms with the support of following tools like Visual Search, Voice Assistant Search are used by the customers to search and find product-related information. Consumers are influenced by higher-touch technology assistance. In part of this study, Five hundred respondents were chosen for the sample study. The questionnaire was used to collect the data then it was classified and tabulated for statistical analysis to solve the problems of research work, justifying the objective and proving the hypotheses framed for the study. Finally, this study evaluated how the respondents are influenced by AI technology while doing online shopping in E-commerce platforms. According to the gathered data analysis and interpretations were formulated with the following appropriate statistical tools have been applied Descriptive Analysis, One Way ANOVA.