Effect of Artificial Intelligence on Consumer Awareness and Purchase Intention in Online Shopping

The current study investigates the impact of artificial intelligence on consumer awareness and purchase intention in online shopping. With the advancement of artificial intelligence technologies like personalized recommendations, chatbots, predictive analytics, and targeted advertising, online shopping has changed dramatically in terms of how consumers identify products and make purchases. This study aimed to investigate how much AI increases consumer awareness, improves engagement, and purchase intention in online shopping. A qualitative methodology was used and the analysis of qualitative data was performed to investigate the influence of artificial intelligence on consumers’ behaviors in the digital market through the review of the relevant literature. The findings show that AI plays a significant role in enhancing consumer awareness through personalized marketing, real-time customer assistance, and recommendation of products. Furthermore, AI has been found to have a positive influence on the purchase intention of consumers in terms of increasing consumer trust in online platforms. Nevertheless, data privacy, algorithmic bias, and trust are some of the major challenges in adopting artificial intelligence. This study concludes that artificial intelligence is an important determinant of consumer awareness and purchasing behavior in online shopping.

Artificial Intelligence, Consumer Awareness, Online Shopping, Purchase Intention

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