Artificial Intelligence (AI) Personalization on The Online Shopping Experience of Professional Women- A study on The Down South in India Retail Industry

Artificial Intelligence (AI) is having an impact in the world of e-commerce, transforming the sales strategies of the digital area of business as well as its customers’ experiences. The objective of this study is to understand the phenomenon of using Artificial Intelligence (AI) to help improve online sales and customer experience in e-commerce, among the working women in the Indian context (specifically South India). The study begins with the literature review, which serves the purpose of a narration through existing research and scholarly discourse on Artificial Intelligence (AI) in e-commerce. This study employs a quantitative methods approach to investigate the current state of play of AI applications in e-commerce platforms, their effectiveness, and effects on sales metrics as well as on customer satisfaction levels. Quantitative analysis of survey data shows that from a working woman's perspective, they have developed online shopping habits and a penchant for networking with AI technologies. However, there are challenges, and a significant percentage of the respondents have issues with online shopping experiences. While AI-driven tools like image recognition and personalized recommendation are getting popular, the actual use of these tools are patchy, and the satisfaction levels are neutral or mildly content. Specifically, although consumers agree that the presence of AI influences purchase decisions, this does not correlate directly with how much people like using personalized product recommendations.