Impact of AI Voice Assistants on Purchase Decisions

Author(s)	Ms. Malaika Gowher
Country	India
Abstract	This study examines consumer perception of AI voice assistants and their influence on purchase behaviour. The findings reveal that perceived usefulness and trust significantly enhance adoption and buying intentions, while privacy concerns remain a major deterrent to voice-based transactions. Although extensively used for information search and routine activities, their role in direct purchasing is still evolving. The paper underscores the importance of strengthening data security, transparency and personalised experiences to unlock the full commercial potential of AI-driven voice interfaces. It also highlights the need for organisations to build consumer confidence through ethical data practices and clear privacy policies. The results offer practical insights for marketers and technology developers to design more secure and user-centric AI ecosystems. Furthermore, the study contributes to the growing discourse on AI-enabled consumer behaviour in digital markets. It provides a foundation for future research on trust-building mechanisms in conversational commerce.
Keywords	Artificial Intelligence, Voice Assistants, Consumer Behaviour, Purchase Intention, Perceived Usefulness, Trust, Personalisation, Privacy Concerns, Conversational Commerce, Digital Marketing.
Field	Business Administration
Published In	Volume 8, Issue 2, March-April 2026
Published On	2026-03-05

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