Browsing by Author "VAIJAYANTI KESAREKAR"

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    A Study of Artificial Intelligence In E-commerce
    (Asst Prof. Dina Venisha Fernandes, 2026) FATIMA EIN; AYUSHKA PEIXOTO; VAIJAYANTI KESAREKAR; MOHAMMED RIHAAN KHAN; ASHMITA VIGNARTH MULAY
    This study examines how Artificial Intelligence (AI) is reshaping the e-commerce sector and influencing the way people shop online. In the modern digital environment, AI is no longer just an advanced technology but a practical tool that supports personalized shopping, quick customer service, secure transactions, and smarter business decisions. Online platforms use AI to recommend products, answer customer queries through chatbots, predict demand, and detect fraudulent activities, making the overall shopping experience smoother and more convenient. The research combines primary and secondary data to understand customer awareness and satisfaction regarding AI features in e-commerce. A survey conducted among 150 respondents shows that most users recognize the presence of AI in online platforms and believe it saves time and improves convenience. However, many respondents express neutral opinions about the accuracy of recommendations and data security, suggesting that there is still room for improvement in building stronger trust. Although AI provides benefits such as operational efficiency, personalization, and increased sales, challenges like privacy concerns, high costs, and technical limitations remain significant. The study concludes that AI will continue to play a vital role in the future growth of e-commerce, provided businesses focus on transparency, security, and customer trust.