AWARENESS OF ARTIFICIAL INTELLIGENCE AMONG GENERATION Y CUSTOMERS AND ITS USAGE IN ONLINE SHOPPING

The field of Artificial Intelligence (AI) is boon to the world from when computers were invented in 1950’s. AI and computer science which is mainly focused on the usage of data and algorithms which imitate similarly as humans, which focus on improving its accuracy. In the recent years AI has been a supporting managerial task and functions which includes strategic planning, marketing, customer support, retiling, digital marketing. AI is one of the key elements in consumer market, it has been adopted in many services where consumers are unaware of recognizing it. It is research which is related to understand how customers make use of AI and take decisions has been explored more in recent studies. The main motive of this article is to understand the usage of AI in online shopping by Generation Y customers. After critical review of literature, it is found that, there are limited studies which focused on Generation-Y customer in emerging economy like India. So this paper evaluate the importance of usage of AI in Indian among Gen-Y customers.