Impact of Artificial Intelligence and Digital Technologies on Consumer Behavior and Brand Perception: A Study of Young Consumers in Ahmedabad

Authors

  • Akshita Samsukha Unitedworld Institution of Management, Karnavati University, Gandhinagar, India
  • Pratham Trivedi Unitedworld Institution of Management, Karnavati University, Gandhinagar, India
  • Vansh Baldi Unitedworld Institution of Management, Karnavati University, Gandhinagar, India
  • Shreyas Store Unitedworld Institution of Management, Karnavati University, Gandhinagar, India
  • Pratham Naik Unitedworld Institution of Management, Karnavati University, Gandhinagar, India
  • Rahul Chauhan Unitedworld Institution of Management, Karnavati University, Gandhinagar, India
  • Andino Maseleno Rennier University, Ireland
  • Kharchenko Raisa North-West Institute of Management, RANEPA, Russia

DOI:

https://doi.org/10.38035/gijes.v1i4.339

Keywords:

Artificial Intelligence, Consumer Behavior, Personalized Marketing

Abstract

This study investigates the impact of artificial intelligence (AI) and digital technologies on consumer behavior and brand perceptions among young consumers in Ahmedabad. Using a quantitative approach, data was collected from 116 respondents through a structured questionnaire to examine AI-driven personalized experiences such as product recommendations, virtual assistants, and their influence on consumer attitudes and purchase intentions. Statistical analysis revealed that AI integration significantly enhances consumer satisfaction and influences purchase decisions, while demographic factors such as gender and education showed minimal influence on AI preferences. The findings highlight the potential of AI to shape future consumer engagement and purchasing behavior. This research contributes to the understanding of AI's role in modern retail and its implications for businesses aiming to leverage AI for personalized marketing.

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Published

2025-03-09

How to Cite

Samsukha, A., Trivedi, P., Baldi, V., Store, S., Naik, P., Chauhan, R., … Raisa, K. (2025). Impact of Artificial Intelligence and Digital Technologies on Consumer Behavior and Brand Perception: A Study of Young Consumers in Ahmedabad. Greenation International Journal of Engineering Science, 1(4), 189–199. https://doi.org/10.38035/gijes.v1i4.339

Issue

Vol. 1 No. 4 (2023): (GIJES) Greenation International Journal of Engineering Science (December 2023)

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Articles

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Copyright (c) 2025 Akshita Samsukha, Pratham Trivedi, Vansh Baldi, Shreyas Store, Pratham Naik, Rahul Chauhan, Andino Maseleno, Kharchenko Raisa

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