AI-Powered Personalization in Retail Shopping and Its Influence on Consumer Purchase Decisions
by Dhivakar J, Elavarasan P, Rajalakshmi K, Rajesh A, Rekshana Devi R
Published: June 22, 2026 • DOI: 10.51244/IJRSI.2026.1306000068
Abstract
The rapid integration of Artificial Intelligence (AI) into retail environments has significantly transformed the way consumers interact with products and make purchase decisions. AI-powered personalization systems, implemented by leading retail platforms such as Amazon and Flipkart, analyze consumer data including browsing behaviour, purchase history, and preference patterns to deliver highly customized product recommendations. This study aims to examine the influence of AI-powered personalization on consumer purchase decisions in the retail sector, with a specific focus on understanding behavioural responses among consumers in semi-urban regions of Tamil Nadu.