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Pavani Mudem

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#generative ai Review Open access Sep 2026

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

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.

Chiliveri Shivani, P. Ramulu, Pavani Mudem · 0 citations

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