Paper Details

Name: Shaziya Sheikh & Suyog Dekhne
Country: India

Year: 2025
Volume: Volume No: 12, Issue No: 2, Year: 2025, (Specials issue-1)
Page Number: 120-128
DOI: https://doi.org/10.5281/zenodo.17839411

ABSTRACT
Artificial Intelligence (AI) is transforming the landscape of consumer engagement in the
Fast-Moving Consumer Goods (FMCG) sector by redefining how consumers make decisions.
This review paper explores the impact of AI-driven tools—such as personalised
recommendations, predictive analytics, dynamic pricing, and virtual assistants—on three
critical aspects of consumer behaviour: product selection, impulse buying, and customer
loyalty.The paper synthesises findings from recent academic researchto understand how AI
influences consumer cognition, emotional triggers, and decision speed. In product selection,
AI enhances relevance and convenience through data-driven personalisation. In the context of
impulse buying, AI intensifies micro-targeting and real-time offers that exploit behavioural
nudges. Concerning loyalty, AI enables brands to maintain continuous consumer engagement
throughcustomised communication and loyalty programs.
The paper also highlights challenges such as data privacy concerns, algorithmic bias, and
ethical boundaries that affect long-term consumer trust. The paper concludes by offering
guidance for marketers and policymakers on how to responsibly harness AI while preserving
consumer autonomy and brand credibility in the rapidly evolving FMCG ecosystem.
Keywords: Artificial Intelligence, FMCG, Consumer Decision-Making, Product Selection,
Impulse Buying, Customer Loyalty, Personalisation, Predictive Analytics, AI Marketing,
Consumer Trust