AI-Generated Content as a Catalyst for Consumer Decision-Making: Evidence from Indian Online Shoppers

Volume 11, Issue 1, 2026

International Journal of Commerce and Management Studies, ISSN 2456-3684

Author Name and Affiliation

Dr. Abhijit R. Gajghate

Associate Professor, Department of Business Management
Madhukarrao Pandav College of Engineering, Bhandara, India

Abstract

The rapid advancement of artificial intelligence has transformed the digital marketplace, with AI-generated content increasingly influencing consumer perceptions, evaluation, and purchase decisions. This study examines how AI-driven recommendations, product descriptions, reviews, and interactive conversational agents (such as ChatGPT and similar models) affect the purchase intentions of Indian online shoppers. Using a structured questionnaire, data were collected from 500 respondents across major Indian cities representing diverse demographic groups. The study investigates key constructs such as perceived usefulness, trust in AI-generated content, content credibility, perceived personalization, and consumer engagement. Statistical analyses including correlation, regression, and mediation tests were applied to establish predictive relationships. The findings reveal that AI-generated content significantly enhances consumer decision confidence, trust, and purchase intention, with trust and perceived usefulness acting as strong mediators. The study contributes to emerging literature at the intersection of AI marketing and consumer behavior and provides practical insights for digital marketers, e-commerce platforms, and policymakers.

Keywords

AI-generated content; ChatGPT; Consumer decision-making; Purchase intention; Digital marketing; India; Personalization; Trust; Online shopping

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DOI

DOI: 10.67061/ijcams.2026.vol.11.issue.01.4014

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