A STUDY ON THE ROLE OF ARTIFICIAL INTELLIGENCE IN VIRTUAL PRODUCT EXPERIENCE AND CONSUMER BUYING BEHAVIOUR

The rapid integration of Artificial Intelligence (AI) in digital commerce has transformed the way consumers interact with products prior to purchase. AI-powered virtual product experiences, particularly Augmented Reality (AR) – based try-on features, enable consumers to visualize products in real time, thereby reducing uncertainty and enhancing decision-making. This study examines the role of AI-enabled virtual product experience in shaping consumer buying behaviour. Primary data was collected through a structured questionnaire from 80 respondents who actively engage in online shopping and have prior exposure to AR try-on technologies. The study employs descriptive statistics, correlation, and regression analysis using Microsoft Excel to assess the relationship between virtual product experience and consumer buying behaviour variables such as purchase confidence, hesitation, decision speed, and likelihood of product returns. The findings reveal a significant positive relationship between AI-driven virtual product experience and consumer buying behaviour, highlighting the growing importance of immersive technologies in digital retail strategies.