Role of Artificial Intelligence in Influencing Impulsive Buying Behaviour

This research paper investigates the influence of Artificial Intelligence (AI) on impulsive buying behaviour in the digital commerce domain. The study explores how AI algorithms, data analysis, and customized marketing approaches influence impulsive buying decisions, reshaping traditional understandings of this phenomenon. The analysis draws from a confluence of psychological principles, technological advancements, and marketing strategies, aiming to shed light on how AI not only forecasts but also incites impulsive buying behaviours. The study identifies research gaps, such as the integration of AI with emotional triggers, the comparative effectiveness of AI vs. human influence, and cross-cultural and demographic variability. The research methodology involves a descriptive study with a questionnaire-based survey, and data analysis tools such as ANOVA and paired t-tests. This research contributes to the broader discussion on digital-age consumer behaviors, underscoring the revolutionary role of AI in transforming retail experiences and beyond.