The impact of artificial intelligence on web personalisation from a consumer’s perspective

Abstract

The purpose of this study is to the determine whether consumers are in favour of having product recommendations based on past purchases and browsing patterns generated through the use of Artificial Intelligence. It aims to understand the influence of web personalisation on the online consumers’ purchasing intentions. determine the perception of online consumers towards the concept of AI based web personalisation and observe how consumers perceive privacy concerns in relation to the usage of their personal information to generate personalised content. Primary research was conducted using a mono method quantitative research using self-completed questionnaires. A sample size of 287 was gathered, which is representative to the whole population of Malta of people aged 18 and over. The results presented showed that people often find themselves overwhelmed with the wide array of available options that are presented to them on online market places, and subsequently people are more likely to interact with product recommendations based on their past purchases and browsing patterns. Web personalisation influences the online consumers’ purchase intentions in a positive manner as they consider personalised content as beneficial in getting the most out of their experience. The study concluded by saying that Consumers who prefer having personalised content over generic content show are highly likely to feel more at ease about their data if they are informed about the company’s usage over it.