AI-Driven Digital Transformation and Consumer Behaviour in Online Shopping

Artificial intelligence (AI) is rapidly altering the digital marketing environment, redefining the way consumers engage with online purchasing platforms. AI-driven technologies, including predictive analytics, chatbots, recommendation systems, and personalized advertising, have had a substantial impact on consumer decision-making processes. The purpose of this investigation is to investigate the influence of AI-driven digital transformation on consumer behavior in online purchasing environments. By synthesising recent literature and theoretical frameworks, the paper explores how AI enhances personalisation, trust, engagement, and purchase intent among online consumers. The study adopts a conceptual research approach, drawing on recent empirical evidence to build a comprehensive understanding of AI-driven consumer interactions. The findings suggest that AI-driven digital transformation not only improves user experience but also reshapes consumer expectations, decision-making patterns, and brand relationships. This paper adds to the expanding body of research on AI in digital marketing by providing insights into emerging trends, key challenges, and future research directions related to the analysis of AI-driven consumer behaviour.