Book Title: Advanced Studies in Multidisciplinary Research and Innovation (ASMRI)
Chief Editors: Dr. Jagdish Kumar Sahu and Dr. Krishna Ashutoshbhai Vyas
Associate Editors: Dr. N. Ramesh Chandra Srikanth and Dr. Lourdu Vesna J
Co-Editors: Dr. Aarti Sharma and Dr. Pushpa Mamoria
ISBN: 978-93-7183-010-2
Chapter: 12
DOI: https://doi.org/10.59646/745/12
Authors: Josmi Jose Palatty, and Dr. Prem Bhagwan Acharya
Abstract
AI personalization utilizes technologies such as machine learning, recommendation systems, predictive analytics, and chatbots to provide customized products, services, and information based on individual consumer preferences. Generation Z consumers, being highly technology-oriented and active users of digital platforms, represent an important segment for AI-driven retail strategies, particularly in the footwear industry. Descriptive research designs were employed in a quantitative research approach. A structured questionnaire distributed via Google Forms served to gather primary data. A total of 108 valid responses were obtained from Generation Z footwear consumers in Navi Mumbai using a convenience sampling technique. The findings revealed that AI personalization positively influences consumer decision-making behaviour by helping consumers choose footwear products more easily and efficiently. The study also identified a positive relationship between AI personalization and customer trust, as respondents perceived personalized recommendations and AI-powered platforms as reliable and capable of understanding their preferences. Furthermore, AI personalization was found to have a positive impact on customer satisfaction by enhancing shopping experiences, increasing enjoyment, and encouraging repeat purchases. The study concludes that AI personalization is an effective tool for improving customer satisfaction, strengthening trust, and influencing purchase decisions among Generation Z footwear consumers. The findings have important implications for footwear retailers intending to adopt AI technology to develop personalization, build customer interactions and gain sustainable competitive benefits in the digital market.
Keywords: AI Personalization, Customer Satisfaction, Generation Z, Consumer Decision