A Study of the Impact of AI-Powered Recommendation Systems on Consumer Purchase Decisions in the E-Commerce Industry

Year : 2026 | Volume : 16 | Issue : 01 | Page : 01 06
    By

    Vrushang Mulekar,

  • Mangesh Govalkar,

  • Aftab Shaikh,

  • Neena Katkar,

  1. Student, Chetana’s R.K Institute of Management & Research, Bandra East, Mumbai, Maharashtra, India
  2. Student, Chetana’s R.K Institute of Management & Research, Bandra East, Mumbai, Maharashtra, India
  3. Assistant Professor, Chetana’s R.K Institute of Management & Research, Bandra East, Mumbai, Maharashtra, India
  4. HOD-Corporate Relations, Chetana’s Institute of Management and Research, Bandra East, Mumbai, Maharashtra, India

Abstract

Through personalized suggestions, the e-commerce industry has been affected so much that it has been overtaken by AI-powered recommendation systems. This paper examines the effects of AI-powered recommendations on online shoppers and how they influence product discovery, the engagement level of shoppers, and unplanned purchases. Emerging from the results of a survey of 55 graduates and MBA students, more than 70% of respondents claim that AI has helped them find new products, and over 60% confess to making unplanned purchases because of AI recommendations. On top of that, 56.5% of them enjoy the shopping experience improved by AI, and 75% prefer brands and platforms integrating AI-driven personalization. But as recently as 30% were neutral to their reliability, according to 30% of respondents. The results reveal that both AI-driven recommendation systems greatly influence online shopping behaviors, especially through personalization, transparency, and privacy measures, all of which must be improved to the utmost.

Keywords: AI-powered recommendations, e-commerce, consumer behavior, product discovery, online shopping, personalization, purchase decisions, trust in AI, digital marketing, and customer engagement

[This article belongs to Current Trends in Information Technology ]

How to cite this article:
Vrushang Mulekar, Mangesh Govalkar, Aftab Shaikh, Neena Katkar. A Study of the Impact of AI-Powered Recommendation Systems on Consumer Purchase Decisions in the E-Commerce Industry. Current Trends in Information Technology. 2026; 16(01):01-06.
How to cite this URL:
Vrushang Mulekar, Mangesh Govalkar, Aftab Shaikh, Neena Katkar. A Study of the Impact of AI-Powered Recommendation Systems on Consumer Purchase Decisions in the E-Commerce Industry. Current Trends in Information Technology. 2026; 16(01):01-06. Available from: https://journals.stmjournals.com/ctit/article=2026/view=236624


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Regular Issue Subscription Original Research
Volume 16
Issue 01
Received 03/04/2025
Accepted 02/09/2025
Published 07/02/2026
Publication Time 310 Days
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