The Role of Ai-Based Recommendation Systems in Influencing Purchase Decisions a Study in Retail Industry

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Dr. Gautam Trehan
Prof. Nitu Nair


In the dynamic landscape of the retail industry, AI-based recommendation systems have emerged as pivotal tools influencing consumer purchase decisions. This study delves into the intricate mechanisms through which these systems operate and their impact on consumer behavior within the retail sphere. Through a comprehensive analysis, this research elucidates the significant role of AI-driven recommendations in shaping consumer preferences, streamlining decision-making processes, and enhancing overall shopping experiences. Drawing upon empirical evidence and theoretical frameworks, this study provides valuable insights for retailers seeking to optimize their strategies in an increasingly digital marketplace.

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