A STUDY ON CONSUMER SUSCEPTIBILITY IN AI DRIVEN PERSONALIZED RETAILING

The rapid growth of AI-driven personalization in Indian e-commerce has fundamentally altered how consumers discover and purchase products online. Platforms such as Amazon, Flipkart, and Myntra increasingly rely on artificial intelligence to deliver targeted recommendations, creating a shifting dynamic between algorithmic influence and consumer decision-making. This study

examines consumer susceptibility to AI-driven personalized retailing across four key dimensions: awareness of AI personalization techniques, its influence on buying behaviour the moderating role of data privacy concerns, and the impact of platform trust on long-term engagement and repeat purchase intention. A quantitative, descriptive research approach was adopted, with primary data collected from Indian consumers through a structured online questionnaire. The study finds that AI personalization meaningfully shapes consumer purchasing behaviour, with platform trust emerging as a particularly significant factor. The findings contribute to a growing understanding of how intelligent retail systems influence Indian consumers and carry implications for ethical AI deployment in e-commerce.