Impact of AI-Powered Recommendation Systems on the Online Purchasing Behavior of Millennials in Urban India: A Focus on Decision Fatigue, Gender and Trust

The objective of the study is to understand how an AI-based recommendation system affects online shopping behavior among Millennials in urban India, with special reference to college students being a major catalyst for growth towards turning Urban economies into an e-commerce economic hub. The research will help understand the response of this young demography to a marketplace going digital like India, it said adding that factors such as decision fatigue, trust, and gender differences would also be analyzed. Examining this topic through college students — who are more tech-savvy and shop online more often—offers insight into the psychological mechanisms that drive purchasing decisions. These insights from this focused portion are seeking to improve user experience, recommendation optimization, and ultimately better user engagement for the tech-savvy market they represent much of the e-commerce future.