A Comparative Study: The Role of Artificial Intelligence in the Buying Behaviour of Indian Consumers and Asia

Abstract

Artificial Intelligence has shifted from a back-end optimization tool to a consumer-facing engine shaping online retail and shopping behaviour. In this study we evaluates the impact of AI technologies, such as agentic automation, generative AI recommendation engines, visual search and conversational commerce on consumer decision making in India and the broader Asia-Pacific (APAC) region. Anchored in an extended Technology Acceptance Model (TAM), this paper analyzes data on adoption metrics, trust thresholds, and category-level preferences. The findings indicate that while broader Asia exhibits steady growth with high valuation on privacy and visual search. India leads the region in active and autonomous (agentic) AI adoption, driven by mobile-first digital infrastructure and conversational UI integration.