Impact of Generative AI on Consumer Purchase Decisions in E-Commerce Platforms at Myntra and Ajio

Abstract

Generative Artificial Intelligence (Generative AI) has emerged as a transformative technology in the e-commerce industry by revolutionizing the way businesses interact with consumers and deliver personalized shopping experiences. Modern e-commerce platforms increasingly utilize Generative AI to generate personalized product recommendations, intelligent virtual shopping assistants, AI-powered chatbots, automated product descriptions, visual search, personalized advertisements, and content generation to improve customer engagement and purchasing decisions. In India, leading fashion e-commerce platforms such as Myntra and AJIO have adopted advanced artificial intelligence technologies to enhance customer experience, improve recommendation accuracy, and increase online sales. These AI-driven innovations help consumers discover relevant products more efficiently while enabling businesses to understand customer preferences through predictive analytics and behavioral data analysis. The primary objective of this study is to examine the impact of Generative AI on consumer purchase decisions in Myntra and AJIO by evaluating factors such as personalization, trust in AI recommendations, customer satisfaction, shopping convenience, purchase intention, and overall shopping experience. The study also analyzes how AI-powered marketing influences consumer behaviour and compares the effectiveness of Generative AI applications between the two platforms. A descriptive research design was adopted for the study. Primary information was obtained through structured responses from consumers, while secondary information was collected from peer-reviewed journals, books, company reports, industry publications, and authentic online databases. Percentage analysis and graphical techniques were used to present and interpret the findings. The results indicate that AI-powered recommendations, virtual assistants, personalized promotions, and intelligent product suggestions positively influence consumer purchase decisions by improving shopping convenience and reducing decisionmaking time. However, concerns regarding data privacy, algorithm transparency, excessive personalization, and trust in AI-generated recommendations remain important challenges. The study concludes that effective implementation of Generative AI significantly enhances customer satisfaction, strengthens brand loyalty, improves purchase intention, and provides a sustainable competitive advantage for e-commerce platforms such as Myntra and AJIO. Keywords: Generative Artificial Intelligence, Consumer Purchase Decisions, E-Commerce, Myntra, AJIO, Personalized Recommendations, AI Chatbots.