The Influence of AI on Millennial Consumer Behavior : online shopping in Finland

Abstract

The transformative influence of artificial intelligence (AI) on online shopping and consumer behavior was examined with an emphasis on millennials in Finland. The main goal was to analyze how AI-driven technologies such as chatbots, personalized recommendations, and personalized marketing, affect buying choices, customer satisfaction, and trust levels. An examination of ethical concerns, such as data privacy, and algorithmic bias were also examined to provide an in-depth comprehension of artificial intelligence’s effect on consumer behavior. A qualitative research methodology was adopted, involving interviews with 10 millennials in Finland to collect detailed insights. Thematic analysis was conducted using NVivo 12 Plus software to reveal prevailing themes and trends in consumer attitudes towards AI technologies. The participants’ experiences highlighted both the advantages and drawbacks of AI in the online shopping context. The results indicated that AI-powered tools significantly enhanced convenience, personalization, and decision-making processes, resulting in a remarkable increase in customer satisfaction. Nevertheless, issues concerning privacy, the absence of emotional intelligence in chatbots, and the risk of algorithmic bias were recognized as obstacles to building trust. It was concluded that although AI offers significant advantages for online shopping businesses, the successful implementation relies on acknowledging these challenges and aligning AI capabilities with the values and expectations of millennial consumers. The result offers practical insights for online businesses seeking to enhance their online shopping experience through AI integration.