Impact of AI-Powered Recommendations on Consumer Satisfaction and Buying Behaviour in E-Commerce

Artificial Intelligence (AI) has transformed digital commerce, with AI-powered recommendation systems significantly shaping consumer behaviour. These systems guide product discovery, influence purchasing decisions, and enhance overall consumer satisfaction, making them crucial for businesses aiming to improve engagement and remain competitive. This study aims to examine the relationship between brand and platform loyalty driven by AI recommendations, the influence of AI recommendations on impulse buying, and consumer satisfaction with AI-powered recommendation systems. By analysing these factors, the study provides insights into how AI personalization affects consumer responses in e-commerce. A quantitative research design was adopted, collecting data from 211 online consumers with prior experience using AI recommendations. A structured questionnaire with a five-point Likert scale captured information on loyalty, impulse buying, and satisfaction. Data were analysed using SPSS, and multiple linear regression tested the hypothesized relationships. The results indicate a statistically significant model, showing that both brand and platform loyalty and AI-driven impulse buying positively affect consumer satisfaction, with brand and platform loyalty being the strongest predictor. This highlights the importance of consistent, relevant, and reliable AI personalization in fostering trust and engagement. The study concludes that AI-powered recommendation systems not only stimulate immediate purchases but also strengthen long-term consumer satisfaction and loyalty. These findings offer practical guidance for e-commerce platforms and marketers to optimize AI-driven strategies while maintaining a consumer-focused approach.