Published Paper Details:

This paper proposes the conceptual review of emergence of artificial intelligence in consumer online purchase decision making. With the help of this study it's proved that AI has an impact on consumer online purchase decision making, for this research the primary data is collected using Stratified Sampling technique. The collected data are analyzed using SPSS with suitable tools like T- test, ANOVA and Chi-Square. Data was collected from 77 respondents from this paper its in analyzed that Age factor plays a vital role in impact of artificial intelligence when they buy products through online shopping Especially generation Z are aware of AI and the influence in their decision making but they were strongly agreeing that AI's Personal recommendations are influencing their decision making in online shopping and the respondents were acknowledging Artificial intelligence Helps to automate the repetitive task, Allowing customers to discover new products, Personalized product recommendations, and Helps to deduct fraudulent products. This paper will help the emerging researchers and students who are keen to know the impact of artificial intelligence in consumer purchase decision making.