“Role of AI Recommendation Systems in Enhancing Customer Trust and Brand Loyalty”

• Mrs. M . Akhila Reddy , Assistant Professor, CMR Institute of Technology, Hyderabad, Telangana, India. akhilareddymuskulla4@cmritonline.ac.in

• Karnati Varshini, Student of MBA, CMR Institute of Technology, Hyderabad, Telangana, India. Karnativarshini0@gmail.com

ABSTRACT

The purpose of this research is to analyse the role of Artificial Intelligence (AI) recommendation systems in enhancing customer trust and brand loyalty in e-commerce platforms. In today's digital business environment, AI-powered recommendation systems are increasingly used by organizations to provide personalized shopping experiences and improve customer engagement. The study focuses on measuring customer awareness, trust, purchase behavior, and loyalty associated with AI recommendations. A quantitative research design was adopted, and primary data was collected through a structured questionnaire from 86 respondents. The data was analysed using percentage analysis and Chi-square test. The findings reveal that AI recommendation systems significantly influence customer trust and brand loyalty. The study concludes that accurate and personalized AI recommendations can strengthen customer relationships and improve long-term loyalty toward e-commerce platforms.