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The rapid integration of artificial intelligence (AI) into retail environments has accelerated the emergence of conversational commerce, particularly through AI-powered voice assistants. Platforms such as Alexa by Amazon, Siri by Apple, and Google Assistant by Google are reshaping how consumers search, evaluate, and purchase products. This study examines the influence of voice-enabled AI systems on consumer purchase behaviour, trust formation, and transaction efficiency within digital retail ecosystems.
Using a mixed-method research design, the study combines primary survey data (n≈200 consumers) with a case analysis of voice commerce integration in major retail platforms. Quantitative analysis evaluates the relationship between perceived convenience, trust in AI systems, privacy concerns, and purchase intention. Qualitative insights from platform-level adoption patterns provide contextual understanding of business performance implications.
Preliminary findings suggest that conversational commerce significantly enhances perceived convenience and transaction speed, positively influencing purchase intention. However, privacy concerns and algorithmic opacity moderate consumer trust, thereby affecting repeat usage behavior. The study contributes to AI-commerce literature by providing empirical evidence on voice-based retail interaction and offers managerial implications for businesses integrating conversational AI into customer engagement strategies.
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