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@article{184132,
        author = {MR. AJEET TIWARI and Dr. Sheshpal Namdeo},
        title = {Impact of AI-Driven Personalization on Customer buying Behaviour: A Comparative Analysis of Leading Indian E-Commerce Companies},
        journal = {International Journal of Innovative Research in Technology},
        year = {2025},
        volume = {12},
        number = {4},
        pages = {219-227},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=184132},
        abstract = {India’s retail industry is experiencing a rapid digital shift, with artificial intelligence (AI) emerging as a central force in shaping e-commerce strategies, particularly in the area of personalized customer experiences. This study explores how AI-driven personalization influences consumer buying behaviour in the Indian e-commerce ecosystem. A comparative evaluation was carried out across ten leading platforms—Amazon India, Flipkart, Myntra, Meesho, Nykaa, Snapdeal, JioMart, Tata CLiQ/Tata Neu, BigBasket, and Blinkit—using responses collected through a structured questionnaire. The analysis highlights that AI-powered personalization significantly enhances consumer engagement, satisfaction, and purchase intent, although its impact differs across platforms depending on the sophistication of AI tools, demographic characteristics of users, and product category specialization. The study contributes practical insights and strategic recommendations for strengthening personalization initiatives, ultimately supporting improved customer loyalty and competitive advantage in India’s fast-evolving e-commerce sector.},
        keywords = {Artificial Intelligence (AI), Personalization, E-commerce, Consumer Buying Behaviour, Recommendation Systems, Indian E-commerce Platforms, Customer Engagement, Predictive Analytics, Online Shopping, Data-Driven Marketing, Flipkart, Amazon India, Myntra, Meesho, Nykaa, Snapdeal, JioMart, Tata CLiQ, BigBasket, Blinkit.},
        month = {September},
        }