This study investigates the impact of AI-driven personalization on the purchasing decisions of Gen Z consumers on e-commerce platforms. AI has become an integral part of online shopping, especially through personalized recommendations, dynamic pricing, and AI-powered chatbots, Gen Z's purchasing behavior are influenced by these technologies. Employing a descriptive research design with a sample of 345 participants, this study explores how personalized shopping experiences shape Gen Z's preferences, engagement, and purchase intentions. Findings reveal that personalized interactions powered by AI significantly increase user satisfaction, streamline decision-making, increase brand loyalty, and support sustainable purchasing decisions that are compatible with the values ​​of Gen Z. The research highlights the growing importance of AI in shaping the future of e-commerce and offers vital insights for businesses aiming to engage this tech-savvy and sustainability-conscious generation.