ABSTRACT: The rapid development of Artificial Intelligence (AI) has significantly transformed the e-commerce industry and consumer purchasing patterns. Generative AI and personalized recommendation systems have emerged as important technologies that improve customer experience, enhance decision-making, and influence online shopping behavior. Generative AI applications such as ChatGPT, Gemini, and AI-powered virtual assistants provide intelligent support, while recommendation systems offer personalized product suggestions based on customer preferences and browsing history. This review paper examines the impact of Generative AI and personalized recommendation systems on online shopping behavior among Indian consumers. The study is based on secondary data collected from journals, articles, books, and online resources. The paper discusses the advantages, challenges, and future scope of AI technologies in the Indian e-commerce sector.
KEYWORDS: Generative AI, Recommendation Systems, Online Shopping Behavior, Indian Consumers, Ecommerce, Artificial Intelligence.
IMPACT OF GENERATIVE AI AND PERSONALIZED RECOMMENDATION SYSTEMS ON ONLINE SHOPPING BEHAVIOR AMONG INDIAN CONSUMERS: A REVIEW STUDY
PRAKASH CHANDRAKANT PATIL
SHREE RAM COLLEGE OF COMMERCE, BHANDUP.