Transforming Consumer Journeys Through AI: From Awareness to Purchase in Digital Commerce

Abstract

This study delves into the impact of Artificial Intelligence (AI) on consumer journeys in digital commerce, tracing the path from initial awareness to the final purchase decision. With a focus on the Indian market, it investigates the significance of AI-driven touchpoints, including personalized recommendations, chatbots, and targeted advertisements, at each stage of the customer journey: awareness, consideration, evaluation, and purchase. Additionally, it explores the dual role of consumer trust as a facilitator and privacy concerns as an inhibitor, which can either mediate or moderate the effects of these touchpoints. By adopting an empirical approach, the findings provide valuable insights for businesses seeking to create AI strategies that effectively balance personalization and privacy, ultimately fostering stronger relationships with consumers in the realm of digital commerce.