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@article{188861,
        author = {ANKIT SEN and Rishiraj Mandal and Sudip Samanta and Aakansha Jyoti},
        title = {AN EMPIRICAL STUDY ON THE IMPACT OF AI-DRIVEN PERSONALIZATION ON CONSUMER PURCHASE INTENTION AND BRAND LOYALTY IN INDIA},
        journal = {International Journal of Innovative Research in Technology},
        year = {2025},
        volume = {12},
        number = {7},
        pages = {4043-4045},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=188861},
        abstract = {Artificial Intelligence (AI) has become a transformative force in modern marketing, particularly through personalized consumer experiences enabled by data analytics and machine learning. AI-driven personalization influences how consumers discover products, evaluate alternatives, and develop long-term relationships with brands. This study examines the impact of AI-driven personalization on consumer purchase intention and brand loyalty in the Indian online shopping context. Using primary data collected from 85 online shoppers through a structured questionnaire, the study employs descriptive statistics, correlation analysis, and regression analysis. The findings reveal that AI-driven personalization has a significant positive influence on both purchase intention and brand loyalty, with a stronger impact observed on brand loyalty. The study provides valuable insights for marketers and e-commerce platforms aiming to leverage AI technologies to enhance customer engagement and retention.},
        keywords = {Artificial Intelligence, Personalization, Purchase Intention, Brand Loyalty, Consumer Behaviour},
        month = {December},
        }