Proceedings of the International Conference on Artificial Intelligence in Management for Business and Industrial Growth (AIMBIG 2025)

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“The Role of AI-Generated Real-Time Product Recommendations in Impulse Buying Among Centennials”

Authors
Yashawant Pathak1, *, Bhupendra Kumar2, Jagdish Makhijani3, Manoj Kumar Niranjan4
1Amity University, Gwalior, MP, India
2Amity University, Gwalior, MP, India
3Rustamji Institute of Technology, Gwalior, India
4Rustamji Institute of Technology, Gwalior, India
*Corresponding author. Email: yashpathak21@gmail.com
Corresponding Author
Yashawant Pathak
Available Online 18 November 2025.
DOI
10.2991/978-94-6463-898-1_22How to use a DOI?
Keywords
Impulse buying; Centennials; Indian retail Sector; AI recommendation
Abstract

This research examines how real-time, AI-based product recommendations affect impulse buying among Centennials consumers, also called Generation Z. This group is known for its digital upbringing and openness to technology-driven marketing. Online retailers now rely on machine learning tools that track browsing habits, analyze behavior, and predict future needs to provide personalized suggestions, which often result in unplanned purchases. Using the Stimulus–Organism–Response (SOR) model, the study treats AI recommendations as the stimulus, the perceived benefits as the organism, and impulse buying as the response. Data were collected through a survey of 500 young consumers in urban India and analyzed with R and Python, applying exploratory factor analysis, reliability checks, and structural equation modeling. The results indicate that personalization driven by AI strengthens impulse purchases, with perceived usefulness and enjoyment playing a mediating role. Beyond practical insights for marketers, the study also raises questions about the ethical consequences of highly targeted digital persuasion.

Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the International Conference on Artificial Intelligence in Management for Business and Industrial Growth (AIMBIG 2025)
Series
Advances in Economics, Business and Management Research
Publication Date
18 November 2025
ISBN
978-94-6463-898-1
ISSN
2352-5428
DOI
10.2991/978-94-6463-898-1_22How to use a DOI?
Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Yashawant Pathak
AU  - Bhupendra Kumar
AU  - Jagdish Makhijani
AU  - Manoj Kumar Niranjan
PY  - 2025
DA  - 2025/11/18
TI  - “The Role of AI-Generated Real-Time Product Recommendations in Impulse Buying Among Centennials”
BT  - Proceedings of the International Conference on Artificial Intelligence in Management for Business and Industrial Growth (AIMBIG 2025)
PB  - Atlantis Press
SP  - 303
EP  - 323
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-898-1_22
DO  - 10.2991/978-94-6463-898-1_22
ID  - Pathak2025
ER  -