The rapid integration of Artificial Intelligence (AI) technologies into e-commerce platforms has revolutionized the way consumers interact with online retail environments. Among these technologies, AI-driven recommendation systems play a pivotal role in enhancing user experience by providing personalized product suggestions based on consumer data, behavior, and preferences. This study, titled “An Analytical Study on Consumer Perception of AI-Driven Recommendations in Modern E-Commerce Platforms,” aims to analyze consumers’ awareness, perception, and behavioral responses toward AI-based product recommendations. The research seeks to examine the impact of perceived usefulness, personalization, trust, and privacy concerns on consumers’ purchase intentions within AI-supported e-commerce contexts. The study adopts a descriptive design, employing a structured questionnaire to collect primary data from frequent online shoppers. Statistical tools such as correlation and regression analysis will be used to test the proposed hypotheses. The conceptual framework identifies four independent variables — perceived usefulness, perceived personalization, perceived trust, and privacy concerns — influencing the dependent variable, consumer purchase intention. It is hypothesized that while perceived usefulness, personalization, and trust exert a positive influence on purchase intention, privacy concerns negatively affect consumers’ willingness to buy. The findings of this research are expected to provide valuable insights for e-commerce marketers and platform designers to better understand consumer attitudes toward AI-based personalization. By balancing personalization benefits with privacy considerations, e-commerce businesses can build stronger consumer trust, enhance user satisfaction, and ultimately drive online purchase intentions. This study contributes to the growing body of literature on AI adoption and consumer behavior in digital marketing, offering both theoretical and managerial implications for the future of intelligent commerce.
