The rapid advancement of artificial intelligence (AI) has fundamentally transformed the landscape of online shopping, ushering in a new era of digital consumerism. AI technologies now permeate nearly every aspect of consumer behaviour, from product discovery and personalised recommendations to seamless transactions, post-purchase engagement, and customer loyalty. This conceptual paper provides a critical and comprehensive examination of the evolving role of AI in shaping consumer behaviour within online shopping environments. Drawing on multidisciplinary literature, the study explores how AI-driven personalisation, predictive analytics, chatbots, and voice assistants have collectively redefined consumer expectations, influenced decision-making, and altered trust dynamics on e-commerce platforms. The analysis is grounded in established theoretical frameworks, including the Technology Acceptance Model (TAM), Unified Theory of Acceptance and Use of Technology (UTAUT), and the Consumer Decision Journey Model, enabling a structured understanding of user adoption and behavioural change in response to AI-driven innovations.

The paper further delves into contemporary challenges associated with the proliferation of AI in e-commerce, focusing on data privacy, algorithmic transparency, ethical considerations, and the development of consumer trust. It highlights the delicate balance required between leveraging AI for enhanced personalisation and safeguarding consumer rights in the digital age. Managerial implications are discussed, emphasising strategies for effective AI integration, consumer education, and continuous system monitoring. The study also identifies promising avenues for future research, such as longitudinal studies on AI adoption, cross-cultural analyses, and the impact of AI on vulnerable consumer groups. By synthesising current knowledge and proposing a conceptual framework, this paper aims to provide valuable insights for scholars, practitioners, and policymakers striving to navigate and optimise the rapidly evolving digital marketplace.