The Role of Artificial Intelligence in the Purchasing Behavior of Consumers in India

Abstract

In order to maximise the use of billions of customer records, AI-enabled customer journey analytics finds patterns in the data, generates very precise future forecasts, and highlights the key elements and possible roadblocks. In addition to helping businesses enhance customer loyalty and revenues, improve operational efficiency, improve decision-making, and deliver more relevant products and services, AI also helps businesses reduce their customer turnover rate. Since AI significantly contributed to redefining customer service in recent years, studies in this area have grown in popularity. A few research do, however, point out the important causes behind this evolution in the concept of customer experience. In order to address this gap in the academic literature, this study focuses on how a personalised approach to customer demands, improved service quality, and seamless service abilities acquired by AI have been able to give a better experience for the consumers.