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@article{208790,
        author = {Dr Abarna S},
        title = {Artificial Intelligence in Commerce: Its Impact on Consumer Decision-Making, Personalised Marketing, and Business Performance},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {13},
        number = {4},
        pages = {2706-2712},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=208790},
        abstract = {Artificial Intelligence (AI) has emerged as one of the most influential technologies transforming contemporary commerce. The integration of AI into e-commerce, digital marketing, customer relationship management, recommendation systems, predictive analytics, chatbots, and business decision-making has changed the ways in which organizations interact with consumers and manage their operations. AI enables businesses to analyse large volumes of consumer data, identify behavioural patterns, predict purchasing preferences, personalize marketing communication, and automate customer services. At the consumer level, AI-powered recommendation systems and personalized advertisements can influence product discovery, consideration, evaluation, and purchase decisions. At the organizational level, AI can improve marketing efficiency, customer engagement, operational decision-making, and business performance. However, the increasing use of AI also raises concerns relating to privacy, algorithmic bias, transparency, consumer autonomy, and excessive personalization. Recent research indicates that personalization and perceived relevance can strengthen consumer engagement, while transparency and trust remain important factors in AI-mediated marketing. This article examines the role of Artificial Intelligence in commerce with particular attention to consumer decision-making, personalised marketing, and business performance. It argues that the effectiveness of AI in commerce depends not only on technological sophistication but also on responsible data use, transparency, consumer trust, and the strategic integration of AI into business processes.},
        keywords = {Artificial Intelligence, Consumer Decision-Making, Personalised Marketing, E-Commerce.},
        month = {September},
        }