Role of AI Tools in Consumer Purchasing Decision in Pakistan

Abstract

This research investigates how AI tools, trust, and age intersect to shape online purchase decisions in e-commerce environments. Through a quantitative methods approach, data were collected from 250 respondents who engage in online shopping in Islamabad, Pakistan. The study explores the frequency and purpose of AI tool usage, trust in AI recommendations, demographic factors such as age, and their impact on consumer buying decisions. Findings reveal that frequent usage and varied purposes of AI tools significantly influence purchase decisions, while trust in AI recommendations mediates this relationship. Age also moderates the link between AI tool usage and trust in AI recommendations. The study underscores the importance of transparency, personalization, and trust-building mechanisms in AI-driven recommendation systems, offering practical implications for businesses and policymakers. Additionally, it identifies avenues for future research to further explore the dynamic interplay between AI technologies, consumer behavior, and online shopping experiences.