AI's Influence on Customer Decision-Making: A Comprehensive Examination

The study examines the significant influence of artificial intelligence (AI) on consumer decision-making
in various industries. Based on an extensive literature analysis, this study examines the significant
impact of artificial intelligence (AI) on consumer decision-making processes. Specifically, it explores
how AI facilitates personalisation, predictive analytics, and automation, influencing consumer choices.
However, it also highlights the ethical aspects and potential discriminatory hazards linked to AI-driven
decisions. Algorithmic bias, privacy concerns, transparency, and fairness are significant considerations
in this context. The research highlights the importance of implementing responsible AI governance,
focusing on developing strategies to mitigate potential risks and conducting continuous research to
effectively utilize the potential of AI while protecting consumer rights and promoting fairness. This
research study contributes to a more comprehensive comprehension of the impact of artificial
intelligence on contemporary consumer decision-making processes, providing valuable insights for
businesses and policymakers.