Published Paper Details:

The term Artificial Intelligence is a very old concept. It can been introduced before 5 decades from now. It is used widely in different areas such as economy, society, trade and commerce, communication, etc. It was in 1997 that IBM's dark blue computer could defeat human world chess champion, where the beginning and usage of AI started in full swing. In China, the AI technology was used in making development plan for the new generation. Strategic goals were laid down and the work was initiated in the way to bring out the final impact. In today's world, competition is growing immensely in all the fields. Technology is taking upper hand in different sectors, whereas the role of human is gradually decreasing. The phenomena of Artificial Intelligence are grabbing the activities around the globe. This machine based learning system is able to study the perception of the users based on their activity. The demand of the consumers is met indirectly by providing them with their needs through the smart technology of AI. Recently it has been witnessed that, had AI be introduced in the field of E-Commerce, the marketers can attract more consumers. Depending upon the frequent checks laid by the consumers, their history, pages viewed, products brought repeatedly, etc., they are eligible to get attractive offers, which enables them to go in for future purchases. Thus, the present paper investigates the role of Artificial Intelligence in E-Commerce. For the purpose of the study, 100-degree college students are taken as sample from the city of Mumbai. The data was analyzed in descriptive manner. After analysis of the data, it was concluded that consumers are more attracted to the customized offers, those are provided to them by the e-commerce marketers. These customized models are prepared, not by the humans but with the help of machine intelligence based on their searches, history, previous purchases, etc. As the consumers are getting all their requirements satisfied under one roof, with special offers and discounts, they are more going in for online shopping, rather than retail purchases.