Artificial Intelligence (AI) has become an important part of modern digital marketing, especially through the use of AI-based chatbots and recommendation systems. These technologies help businesses interact with customers more efficiently by providing instant responses, personalized product suggestions, and continuous customer support. The main objective of this study is to analyse consumer perception toward AI-based marketing chatbots and their influence on online shopping behaviour. The research also examines the level of consumer awareness, satisfaction, trust, and understanding of AI marketing tools. Primary data was collected from 100 respondents using a structured questionnaire, while secondary data was obtained from books, journals, and online sources. The collected data was analysed using percentage analysis and simple charts. The findings of the study indicate that most consumers are aware of AI marketing tools and have a positive perception of chatbot services due to their convenience, quick responses, and personalized recommendations. However, some consumers still have concerns about privacy, lack of human interaction, and technical errors. The study concludes that AI chatbots play a significant role in improving customer experience and digital marketing efficiency, but businesses must focus on improving accuracy, trust, and user experience to increase consumer acceptance.
DR.M.GEETHA et al. (2026) studied this question.