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AI-DRIVEN PERSONALIZATION AND DECISION-MAKING BIAS: INVESTIGATING THE IMPACT ON IMPULSE BUYING, BRAND LOYALTY, AND DECISION FATIGUE
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Author(s):
DIVYA TIWARI ,DR. OMBIR SINGH
Vol - 16, Issue- 4 ,
Page(s) : 215 - 225
(2025 )
DOI : https://doi.org/10.32804/IRJMSH
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Abstract
In an era where artificial intelligence (AI) drives consumer experience through personalized recommendations, this paper explores how such AI-driven personalization influences consumer behaviour, particularly focusing on impulse buying
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