Influence of AI-Driven Tools and Traditional Marketing practices in the E-Commerce Shopping Behavior of the Young Generation

Abstract: This study probes the relative effectiveness of AI-driven tools and traditional marketing practices in reshaping e-commerce shopping behaviors. It seeks to evaluate consumers' awareness and acquaintance with AI-powered features on personalized recommendations, chatbots, and predictive suggestions during online purchasing. The subsequent perceptions of aid, trust, and overall satisfaction with AI-product recommendations compared with traditional marketing mechanisms are also included in the paper. Additionally, it explores the challenges faced by consumers in their experience with AI tools and how this experience changes the course of the entire shopping process. Through an in-depth survey, this research assesses the performance, user experience, consumer preference, and future direction of AI-driven tools in a virtual environment. The results would be useful as they reveal the impact of AI on purchase decisions and it can give a substitution to the classic marketing techniques or simply supplement them. Keywords: AI-driven Tools, E-Commerce, Traditional Marketing JEL Classification Number: F31, F41