Consumer behaviour has undergone a significant transformation due to the development of artificial intelligence (AI) technology and its applications (CB). The way that users connect with these applications across a variety of platforms and touchpoints makes it imperative to comprehend the ways in which these interactions impact user behaviour and its constituent elements—personality, attitude, engagement, trust, and decision-making. This article examines how consumer behaviour is changing in the era of artificial intelligence (AI). It looks at how AI is changing how consumers make decisions, personalising experiences, and affecting brand engagement. The essay explores the ramifications of personalisation, conversational commerce, and AI-powered marketing, emphasising both the advantages and the drawbacks.

Consumer Behaviour, Artificial Intelligence (AI), Machine Learning, Personalization, Customer Experience, Digital Marketing, learning, reasoning, self-correction, creativity, Alternatives Evaluation

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