IJSDIP | International Journal of System Design & Info Processing

Big Data Analytics and Consumer Behaviour: Understanding the Role of AI in Decision Making

Paper ID:

IJSDIP_2026_VOLUME 14_ISSUE 2_1-8

Author's Name:

Sudheer Nandi, Ms. Isha Sethi, Dr.N. Jayalakshmi, Mrs.R.Ganga

Volume:

Issue:

Issue 2

Year:

2026

Pages:

1-8

Abstract

The swift advancement of digital technologies has resulted in an unparalleled surge in data production, leading to the emergence of Big Data Analytics (BDA). This study examines the influence of Artificial Intelligence (AI) integrated with big data on consumer behavior and decision-making processes. AI-driven analytics lets businesses look at huge amounts of both structured and unstructured data, find hidden patterns, and make very accurate predictions about what customers will want. This paper looks at how AI affects buying choices by using personalization, recommendation systems, sentiment analysis, and predictive modeling. The study employs a mixed-method approach, integrating qualitative insights with quantitative analysis to comprehend behavioral changes induced by AI-powered systems. The results show that AI greatly improves the customer experience, gets people more involved, and makes decisions faster. Nonetheless, challenges including data privacy issues, algorithmic bias, and excessive dependence on automation present significant constraints. Future research ought to concentrate on formulating ethical AI frameworks, enhancing algorithmic transparency, and investigating consumer trust dynamics within AI-driven contexts. Also, combining human-centered AI design with following the rules can make sure that big data is used in a responsible and long-lasting way in consumer analytics.

Keywords

Big Data Analytics, Artificial Intelligence, Consumer Behaviour, Decision Making, Predictive Analytics, Data Privacy

References

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DOI: https://doi.org/10.64971/j.cph.ijsdip.v14.i2.1.2026