HOW AI-DRIVEN PERSONALIZATION AND RECOMMENDATION SYSTEMS INFLUENCE YOUNG CONSUMERS' PURCHASE INTENTIONS IN THE SMART WEARABLES AND SMARTPHONE MARKET

One of the sectors that is undergoing transformation the fastest is e-commerce. Customers, especially the younger generation known as Gen Z, attempt to buy the majority of things online.Advanced analytics using artificial intelligence (AI) has completely changed how companies perceive and react to consumer demand and market trends.This study looks at how recommendation and personalization algorithms powered by artificial intelligence (AI) affect young consumers' intentions to buy smart phones and smart wearables.Additionally, AI improves tailored advertising by forecasting the interests of certain customers, resulting in focused tactics that raise conversion rates and enhance client retention.The implementation of marketing has been impacted by the evolution of artificial intelligence. AI has been shown to be an advanced method of data processing, analysis, and decision-making. If AI is taken into consideration as a tool, it might offer enormous data processing and accurate prediction.In terms of marketing science, by forecasting customer behavior, marketers have seen the advantages of AI.Finally, this study assessed the ways in which AI technology affects respondents' online shopping experiences on e-commerce platforms. The following suitable statistical procedures were used in the analysis and interpretations of the collected data: One Way ANOVA &Chi- Square Analysis, Regression Analysis and Cluster & Factor Analysis.