Real-Time AI Personalization, Dynamic Pricing, and the Consumer Comfort Threshold in E-Commerce

Himani Taneja

Real-Time AI Personalization, Dynamic Pricing, and the Consumer Comfort Threshold in E-Commerce

Author(s)	Ms. Himani Taneja
Country	India
Abstract	The technology of artificial intelligence (AI) has transformed the field of personalisation in e-commerce from employing somewhat visible recommendation methods to relying on cross-context decision-making. The use of information inferred from sources beyond a shopper’s direct platform activity substantially changes existing tensions surrounding the use of specific personalisation technologies. The current research intends to define the limits of e-commerce personalisation. In this regard, a survey was conducted from July 7 to July 16, 2026, which included 51 respondents. The survey was organised using a within-subjects scenario design and included five types of personalisation, including history-based recommendations and personalised targeting. The data were analysed applying various statistical techniques, including the Friedman test, Wilcoxon signed-rank test, Mann–Whitney U test, and Spearman rank correlation. The data revealed differences in comfort across the five scenarios (χ²(4) = 35.57, p < 0.001, Kendall's W = 0.17), a pattern described as the comfort cliff. The generic scenario was much more comfortable than the other scenarios (all p < 0.001), but no comparison between the other four scenarios was significant. These results favour the origin-based understanding of the personalisation-privacy paradox, as it seems to hinge on whether people think the platform uses information they produced or information obtained in other ways. Trust was strongly correlated with comfort (ρ = 0.57, p < 0.001), whereas prior knowledge of dynamic pricing was not.
Keywords	AI Personalisation, E-Commerce, Dynamic Pricing, Privacy, Consumer Trust, Personalisation-Privacy Paradox, Explainable AI, Price Fairness, Algorithmic Decision-Making
Field	Business Administration
Published In	Volume 8, Issue 5, September-October 2026
Published On	2026-10-01

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Real-Time AI Personalization, Dynamic Pricing, and the Consumer Comfort Threshold in E-Commerce

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