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<p>Technology has encountered significant growth recently, with Artificial intelligence (AI) and Machine Learning (ML) as key players. India's booming e-commerce market exemplifies AI's influence, utilizing these technologies to manage customer databases and chatbots and find relevant products. It also enhances data collection and processing, improving result accuracy. Marketers use AI for customer-centric searches, retargeting buyers, improving recommendations, and addressing fake reviews. This study uses primary data from the survey on AI use and privacy concerns with e-commerce sites. While these improve e-commerce, data privacy remains a significant issue. This research explores AI's role in e-commerce and the Consumer Privacy Paradox.</p>

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Beyond the filter bubble: AI, E-commerce, and the consumer privacy paradox

  • 期刊论文

  • 发表日期：

    2026年2月2日

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  • H. Radhika,
  • C. P. Rashmi

摘要

Technology has encountered significant growth recently, with Artificial intelligence (AI) and Machine Learning (ML) as key players. India's booming e-commerce market exemplifies AI's influence, utilizing these technologies to manage customer databases and chatbots and find relevant products. It also enhances data collection and processing, improving result accuracy. Marketers use AI for customer-centric searches, retargeting buyers, improving recommendations, and addressing fake reviews. This study uses primary data from the survey on AI use and privacy concerns with e-commerce sites. While these improve e-commerce, data privacy remains a significant issue. This research explores AI's role in e-commerce and the Consumer Privacy Paradox.