Published Paper Details:

The rapid advancement of Artificial Intelligence (AI) has transformed the e-commerce sector by enhancing operational efficiency, improving consumer engagement, and enabling data-driven decision-making. In this context, the present study titled *"A Study on Artificial Intelligence Applications in E-Commerce in Karnataka"* examines the role and impact of AI adoption on various aspects of e-commerce performance, with a special focus on consumer perceptions and city-wise differences. The major objective of the study is to analyze how AI applications influence operational efficiency, consumer experience, and sustainability practices in the state's e-commerce sector. The research employed a descriptive methodology, collecting primary data from 250 respondents across five cities in Karnataka (Mysore, Bangalore, Mangalore, Hassan, and Mandya) using a structured questionnaire on a five-point Likert scale. Descriptive statistics, regression analysis, and ANOVA were applied to test the hypotheses. The findings revealed that AI adoption significantly enhances efficiency (? = 0.42, p < 0.000), consumer experience (? = 0.48, p < 0.000), and sustainability (? = 0.21, p = 0.032). Further, ANOVA results indicated notable city-wise differences in adoption and satisfaction, with urban centers reporting higher acceptance and trust. The study concludes that while AI-driven personalization and recommendations strengthen consumer satisfaction, concerns regarding data security remain critical. The research holds importance as it provides actionable insights for businesses and policymakers while highlighting the scope for future research on generative AI and emerging e-commerce models.