The Impact of Artificial Intelligence on Consumer Behavior in e-Commerce

Artificial Intelligence (AI) significantly influences consumer behavior in e-Commerce by enabling personalized experiences. Through data analysis and machine learning, AI systems provide tailored product recommendations, dynamic pricing, and real-time customer support via chatbots. These enhancements improve user satisfaction, increase engagement, and drive purchase decisions, reshaping how consumers interact with online platforms. In this context, this article aims to examine the impact of AI implementation in e-Commerce on consumer behavior, with a particular focus on how it influences customer satisfaction and decision-making process. A quantitative approach is adopted in this study through the use of a structured consumer survey. The results of the research conducted among 355 online consumers in Romania indicated that the integration of AI-based tools (such as chatbots, personalized marketing, and product recommendations) within e-Commerce platforms has a positive impact on the online shopping experience and influences the purchase decision-making process, with younger consumers, in particular, considering these tools essential to their digital buying behavior. Therefore, this research offers insights into the evolving relationship between technological advancements and consumer behavior in the online marketplace.