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@article{204686,
        author = {Chaithra.V and NIL and NIL and NIL},
        title = {“A STUDY ON THE INFLUENCE OF AI RECOMMENDATIONS AND PERSONALIZED DISCOUNT STRATEGIES ON CONSUMER TRUST, ENGAGEMENT, AND PURCHASE INTENTION IN E-COMMERCE”.},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {13},
        number = {1},
        pages = {3671-3676},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=204686},
        abstract = {As e-commerce continues to grow, companies are adopting AI-driven personalization strategies to enhance the shopping experience and boost sales. As the e-commerce industry expands, companies are turning to Artificial Intelligence (AI) for personalization techniques to improve the customer shopping experience and grow sales. AI product suggestions and tailored discount promotions are among these strategies and have proven to be vital in shaping consumer actions. This research aims to examine how AI-generated suggestions and customization of discounts affect consumer trust, engagement, and purchase intent in the e-commerce industry. 
The research premise is that customized recommendations can guide consumers in finding products aligned with their interests, and that customized discounts can increase the perceived value of the products and influence consumers' willingness to buy them. There is a lot of literature out on how AI personalization improves the customer experience and purchase convenience, but the issues of privacy, fairness and transparency can negatively impact consumer trust. The research additionally examines the emotional and behavioral reactions of consumers to custom-tailored shopping experiences via AI technologies. This paper reviews previous research papers, theories and empirical studies to explore the link between customization tactics and consumer responses within online purchase contexts. The study also highlights the importance of trust and engagement as important variables in purchase intention. As a result, the findings of this review are meant to help further the academic understanding and supply practical insights for e-commerce businesses in creating effective and moral AI-powered marketing techniques to improve customer engagement and enterprise outcomes.},
        keywords = {Artificial, Intelligence, Personalization, Recommendations, Customized},
        month = {June},
        }