THE INFLUENCE OF AI-DRIVEN RECOMMENDATIONS ON CONSUMER BUYING PATTERNS IN E-COMMERCE

Abstract

The rise of artificial intelligence (AI) in e-commerce has revolutionized how businesses interact with consumers, particularly through AI-driven recommendation systems. These systems analyze vast amounts of consumer data to predict preferences, personalize shopping experiences, and influence purchasing decisions. This paper examines the role of AI-powered recommendations in shaping consumer buying patterns, emphasizing their ability to enhance user engagement, improve product discoverability, and boost sales. Additionally, it explores the psychological impact of personalized suggestions, such as fostering trust and loyalty while potentially raising concerns over data privacy and decision autonomy. The study synthesizes findings from various case studies and surveys to illustrate the profound effects of AI recommendations on both consumer behavior and business strategies. Conclusively, the paper underscores the dual nature of AI's influence, highlighting its potential to optimize e-commerce operations while necessitating ethical considerations to ensure balanced outcomes for consumers and retailers.