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
· International Journal of AI... · 0 citations