Consumer Acceptance of AI-Generated Content in Indian E-Commerce: The Roles of Authenticity, Usefulness, Intelligence, Trust, and Risk

The fast expansion of Artificial Intelligence (AI) technologies has profoundly changed the digital economy, especially in e-commerce. One of the most significant phenomena is the emergence of AI-generated content (AIGC), which includes product descriptions, personalized recommendations, advertisements, automated reviews, and chatbot interactions produced by systems. As per Ameen et al. (2021), these technologies allow businesses to handle large amounts of consumer data and create tailored content at scale, increasing operational efficiency and improving customer engagement. AI has moved from predictive analytics to generative systems. This is influencing how firms communicate with consumers and their purchase choices (Hermann & Puntoni, 2024). AI generated content is seen at Amazon and Flipkart. They rely on AI to leverage the added advantage of dynamic product information and personalized user experiences. It is an essential part of all e-commerce sites now.