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@article{203032,
        author = {A Ravikiran and Narasimharao Vallabhu},
        title = {AI-Powered Personalization and Consumer Buying Behavior in Indian Digital Retailing: A Review Paper},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {12},
        number = {12},
        pages = {9610-9615},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=203032},
        abstract = {Artificial Intelligence (AI) has transformed the digital retail landscape by enabling businesses to provide highly personalized shopping experiences to consumers. AI-powered personalization involves the use of machine learning algorithms, predictive analytics, recommendation systems, and consumer data to deliver customized products, advertisements, and content. In India, the rapid growth of e-commerce platforms and digital technologies has increased the adoption of AI-driven personalization strategies among retailers.
This review paper examines the relationship between AI-powered personalization and consumer buying behavior in Indian digital retailing. The study reviews existing literature related to personalized recommendations, predictive analytics, customer engagement, purchase intention, impulse buying behavior, and consumer trust. The paper highlights how AI technologies influence consumer decision-making processes and improve digital shopping experiences.
The review identifies that AI-powered personalization positively affects customer engagement, purchase intention, satisfaction, and loyalty. However, issues related to privacy concerns, data security, and excessive personalization remain important challenges. The paper also discusses future research opportunities in AI-based digital marketing and consumer behavior.},
        keywords = {Artificial Intelligence, Personalization, Consumer Buying Behavior, Digital Retailing, E-Commerce, Customer Engagement.},
        month = {May},
        }