The Influence of AI on Consumer Buying Behaviour in E-Commerce.

Motivation for Proposed Research The integration of Artificial Intelligence (AI) technologies into African markets presents both unprecedented opportunities and significant challenges in the Fourth Industrial Revolution (4IR) era (Marwala, 2022). As consumer behaviour evolves alongside technological advancements, understanding the nuanced impact of AI on purchasing decisions becomes increasingly vital for businesses, policymakers, and stakeholders (Vlačić, Corbo, Silva, & Dabić, 2021). This proposed research aims to delve into the multifaceted implications of AI on consumer behaviour in African markets, specifically focusing on leveraging machine learning techniques to gain deeper insights. Considering the Sustainable Development Goals (SDGs), particularly SDG 9: Industry, Innovation, and Infrastructure, the study seeks to identify innovative strategies for utilising AI to drive economic development and enhance market competitiveness in African countries (Emmanuel, 2023; Bolatito & Madinah, 2024). By exploring how AI influences consumer behaviour, the research contributes to achieving SDG 9 targets, while also recognizing AI's potential to foster inclusive economic growth (SDG 8) and promote responsible consumption patterns (SDG 12). Overall, this research endeavours to shed light on the opportunities and challenges presented by AI in shaping consumer behaviour in African markets. By integrating machine learning methodologies, the study aims to inform evidence-based policymaking, foster technological innovation, and advance sustainable development agendas across the continent. Despite the rapid integration of Artificial Intelligence (AI) into African markets during the Fourth Industrial Revolution (4IR) era, there exists a critical knowledge gap regarding its influence on consumer behaviour (Olan, Suklan, Arakpogun & Robson, 2021; Ameen, Hosany & Tarhini, 2021). With businesses increasingly adopting AI-driven marketing strategies, there's an urgent need to comprehensively evaluate the opportunities and challenges presented by these technologies in shaping purchasing decisions and market dynamics. Without a nuanced understanding of AI's impact on consumer behaviour, stakeholders lack the necessary insights to effectively leverage AI for sustainable development and economic growth in Africa. A preliminary search of Scopus and Web of Science indicated a fragmented body of empirical literature with no existing systematic review synthesizing both the influence and ethical dimensions of AI in e-commerce. Thus, this research aims to investigate the complex relationship between AI and consumer behaviour in African markets, bridging existing knowledge gaps and providing actionable insights to inform evidence-based decision-making and strategic planning aligned with the Sustainable Development Goals (SDGs.