Artificial Intelligence In Digital Marketing Platform: Impact In Consumer Buying Behaviour

The fast growth of AI technology has triggered a paradigm change in the world of corporate management. Online shopping is a convenient way to obtaining items and services from the ease of one's own home. Artificial intelligence (AI) helps marketers forecast what their customers want and plays an essential part in creating more reliable customer practices. Artificial intelligence improves product demand while providing extra advantages. The present study tries to regulate the influence of AI on marketing and to examine how AI affects purchase behavior in the e-commerce industry. The researcher analysed the impact of AI on customers' online shopping decisions, including both good and negative outcomes. The study collects the data from Primary and secondary sources, including books, websites, newspapers and journals. Current study has practical consequences for both practitioners and industries.