IMPACT OF AI IN E-COMMERCE: A PERCEPTION OF CONSUMERS OF AHMEDABAD

In today's rapidly evolving e-commerce landscape, the significance of Artificial Intelligence (AI) cannot be overstated. AI technologies have revolutionized various facets of online retail, offering unprecedented opportunities for businesses to enhance customer experiences, optimize operations, and drive growth. One of the key areas where AI demonstrates its significance is in personalized recommendations. By leveraging machine learning algorithms, e-commerce platforms can analyse vast amounts of data to understand consumer preferences and behaviours, enabling them to deliver tailored product recommendations that increase engagement and conversion rates. This study investigates the perception of consumers in Ahmedabad regarding the impact of Artificial Intelligence (AI) in the e-commerce industry. Through a sample size of 100 respondents, the research explores consumer viewpoints on various aspects of AI in e-commerce and examines potential associations between demographic profiles and perceptions towards AI technologies. Utilizing a Likert scale questionnaire, participants were asked to rate their agreement with statements concerning AI-powered features such as product recommendations, customer service support, fraud detection systems, and last-mile delivery services. The findings offer insights into consumer attitudes towards AI in e-commerce and shed light on the influence of demographic factors on these perceptions, thereby contributing to a deeper understanding of the role of AI in shaping the e-commerce landscape.