A Descriptive Study on AI – Driven Consumer Behaviour in the Digital Age

Author(s)	Dr.B. Jagadeeswaran, Mrs. V. Jenifer, Samdaniel
Country	India
Abstract	The increasing adoption of Artificial Intelligence (AI) in digital marketing has transformed the way consumers interact with brands, products, and services. AI driven tools such as recommendation systems, personalized advertisements, and conversational agents now play a central role in shaping information exposure and purchase decisions. This study aims to provide a descriptive analysis of AI driven consumer behaviour in the digital age, focusing on consumer awareness, perceptions, and behavioural responses toward AI enabled marketing practices. The study will scrutinize key dimensions including perceived usefulness of AI tools, trust in AI mediated interactions, privacy concerns of digital consumers who actively engage with online platforms for information search, shopping, and social media activities.This study systematically examines AI-driven consumer behavior in the digital age, focusing on how artificial intelligence technologies influence consumer decisions, preferences, and interactions within digital environments.
Keywords	Personalization and recommendation, Awareness, Privacy, Consumer behavior.
Published In	Volume 7, Issue 1, January-February 2026
Published On	2026-02-17

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Advanced International Journal for Research