International Journal of Science, Engineering and TechnologyAuthors: Assistant Professor Dr. P. Sasikumar, Associate Professor Dr. A. Gokulakrishnan, Associate Professor Dr. K. Vinayagam, Assistant Professor Dr. V. Vetrivel
Abstract: Artificial Intelligence (AI)-powered personalization is transforming online retail by tailoring product recommendations, promotional messages, search results, and customer interactions to individual preferences. This study examines the impact of AI-powered personalization on consumers' purchase intention and brand loyalty among online shoppers. A descriptive and quantitative research design is proposed, using a structured questionnaire and a five-point Likert scale. Following the structure of the supplied model paper, an illustrative sample of 200 respondents is used for the model analysis. Descriptive statistics, Chi-square, and one-way ANOVA are applied. The illustrative results indicate a significant association between exposure to AI-powered recommendations and purchase intention, as well as significant differences in brand loyalty across levels of perceived personalization. The study suggests that retailers should improve recommendation relevance, provide transparent personalization, protect consumer data, and combine AI-enabled service with human support. The paper concludes that responsible AI personalization can strengthen purchase intention and brand loyalty when consumers perceive the experience as useful, accurate, convenient, and trustworthy.
