The rapid advancement of Artificial Intelligence has significantly transformed virtual buying environments by influencing consumer decision-making processes. The present study examines the influence of Artificial Intelligence on customer purchase intention among virtual buyers in Bengaluru. The research adopts a descriptive and empirical design, using primary data collected from 167 respondents through a structured questionnaire. Artificial Intelligence is analysed in terms of its ability to enhance personalization, interaction, and decision support in digital platforms.

The findings indicate that Artificial Intelligence is widely adopted and positively perceived by consumers, with a high mean score reflecting strong acceptance. Correlation analysis reveals a strong positive relationship between Artificial Intelligence and customer purchase intention (r = 0.79, p < 0.01). Regression analysis further confirms that Artificial Intelligence has a significant positive impact on purchase intention (β = 0.788, p < 0.01), explaining 62.4% of the variance.

The study concludes that Artificial Intelligence plays a crucial role in shaping consumer purchase decisions in virtual buying environments by improving efficiency, trust, and personalization. The findings provide valuable insights for e-commerce firms to strategically integrate AI technologies to enhance customer engagement and improve conversion outcomes.a