Impact of Artificial Intelligence on Consumer Online Buying Behaviour and its role in E-Commerce

Artificial intelligence has become popular now-a-days. The businesses use this technology to increase their sales, maintaining customer relationship, attracting customers, etc. AI tools have been used by the e-commerce companies to help their customers to choose right product for them. AI is significantly changed the online retail sector by enhancing the customer experience, streamlining activities, growth of business. This paper is descriptive in nature and based on secondary data which has been collected from various journals, books, internet, etc. The aim is to know the impact of artificial intelligence on online buying behaviour and its role in e-commerce. AI is used in many areas and it has positive as well as negative aspects on the buying behaviour.