Impact of Artificial Intelligence and Digital Technologies on Consumer Behavior and Brand Perception: A Study of Young Consumers in Ahmedabad
Year: 2025
Type: article
Study design: Observational Study
Abstract: This study investigates the impact of artificial intelligence (AI) and digital technologies on consumer behavior and brand perceptions among young consumers in Ahmedabad. Using a quantitative approach, data was collected from 116 respondents through a structured questionnaire to examine AI-driven personalized experiences such as product recommendations, virtual assistants, and their influence on consumer attitudes and purchase intentions. Statistical analysis revealed that AI integration significantly enhances consumer satisfaction and influences purchase decisions, while demographic factors such as gender and education showed minimal influence on AI preferences. The findings highlight the potential of AI to shape future consumer engagement and purchasing behavior. This research contributes to the understanding of AI's role in modern retail and its implications for businesses aiming to leverage AI for personalized marketing.
Authors: Akshita Samsukha, Pratham Trivedi, Vansh Baldi, Shreyas Store, Pratham Naik, Rahul Chauhan, Andino Maseleno, Kharchenko Raisa
Institutions: Karnavati University, North-West Institute of Management
Language: English
Topic: AI in Service Interactions
Subfield: Artificial Intelligence
Field: Computer Science
Domain: Physical Sciences
Open Access status: diamond
OpenAlex ID: W4408263756