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Beyond the filter bubble: AI, E-commerce, and the consumer privacy paradox
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DOI：10.1007/s13748-025-00424-6.png)
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Abstract
En 中文
Technology has encountered significant growth recently, with Artificial intelligence (AI) and Machine Learning (ML) as key players. India's booming e-commerce market exemplifies AI's influence, utilizing these technologies to manage customer databases and chatbots and find relevant products. It also enhances data collection and processing, improving result accuracy. Marketers use AI for customer-centric searches, retargeting buyers, improving recommendations, and addressing fake reviews. This study uses primary data from the survey on AI use and privacy concerns with e-commerce sites. While these improve e-commerce, data privacy remains a significant issue. This research explores AI's role in e-commerce and the Consumer Privacy Paradox.
Keywords:
Artificial intelligence
Machine learning
E-commerce
Privacy paradox
Meta
Filter bubble
Data collection
Customer-centric search
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