Artificial Intelligence in Commerce: India's Path Towards Human-Centered Innovation

This paper explores the role of Artificial Intelligence (AI) in commerce through primary data collected from 120 respondents (60 students, 40 consumers, and 20 managers) in India. The study highlights awareness, trust, usage, concerns, and preferences regarding AI in business, marketing, and finance. Findings suggest high awareness of AI, moderate trust in AI systems, and growing adoption of AI tools in commerce, though concerns about privacy, job loss, and bias remain significant. The study concludes that AI should complement natural intelligence to create ethical and inclusive commerce in India.