Abstract
Online buying behavior has undergone substantial shifts as a result of e-commerce, which has transformed the way consumers shop. Online buying is a common option for people looking to buy products and services while relaxing in their homes because of how simple it is. E-commerce as a result has a significant impact on how people shop online. E-commerce impacts online purchasing behavior in a variety of ways, including the availability of information, convenience, affordability, and usability. E-commerce has consequently become a well-liked option for customers looking to make purchases online. However, the development of AI (Artificial Intelligence) in the e-commerce sector has had a big impact on consumers' online purchasing habits. With the aid of its tools, artificial intelligence analyses massive amounts of data, enhances search results, personalizes recommendations, and makes voice and visual search possible. As AI develops and becomes more sophisticated, it will have a bigger impact on how consumers behave when making purchases online. As a result, the current study proposed to investigate the impact of AI on buying behavior in the e-commerce sector. The study examines both the positive and negative effects of AI on consumers' online purchasing decisions. The study is conceptual in nature and collects data from secondary sources, such as books, reports, websites, newspapers, journals, and theses. Research practitioners and industries will benefit from the practical implications of current research.