INFLUENCE OF ARTIFICIAL INTELLIGENCE ON CUSTOMERS' ONLINE BUYING BEHAVIOUR

Industry 4.0, driven by disruptive technologies like Big Data, AI, and Blockchain, has transformed modern marketing practices. Among these, Artificial Intelligence (AI) has had the most profound impact, benefiting both marketers and customers. AI technologies—including voice and image recognition, machine learning, and semantic search—enhance marketing through automation, predictive analytics, and voice search, while also improving customer experience via personalized content and services.AI-enabled platforms reshape marketing strategies and business models across sectors, especially in e-commerce, where AI supports automated services, product recommendations, and personalized marketing. Despite its widespread adoption, limited research exists on customer acceptance of AI-driven features in online retail. This study aims to bridge that gap by examining AI’s influence on customer behavior and its strategic implications for marketing in the digital age.