International Journal on Science and Technology

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Generative AI to Generative Commerce: An Integrated Model of AI Personalization, Consumer Trust, Privacy and Purchase Intention

Author(s) Prof. Ritika Choudhary, Dr. Anjum Patel, Dr. Shital Mantri, Vaishali Kale
Country India
Abstract Generative artificial intelligence (GenAI) is starting to shape how people look for, compare and choose products online. The traditional recommendation systems focus mainly on the suggestions from existing patterns from customer data. AI can also take it one step further, such as having a conversation, providing explanations, generating product-related content, and tailoring responses to the shopper's queries. This change has led to the emergence of what has been termed as Generative Commerce. Meanwhile, the value of extremely personalized AI relies on consumer trust in the AI system, and a sense of comfort with how their information is being used. This study thus proposes an integrated model that connects the AI personalization, transparency, privacy assurance, privacy concern, consumer trust and purchase intention construct. The proposed framework is a synthesis of existing views on personalization research, privacy calculus, relationship trust and technology acceptance. The synthetic data set of 400 hypothetical respondents is just an example of the empirical analysis that can be performed. The illustrative results indicate the direction of the relationships as well as give a template for a future investigation that could employ real primary survey data. Finally, the paper highlights the need for the commercial potential of Generative AI to be analyzed in conjunction with consumer trust and responsible data management.
Important Data Note: This draft contains synthetic data for methodological purposes only and has been generated from the empirical data for illustrative purposes only and the variables and coefficients labelled “illustrative” in this draft are not intended to represent real data. These need to be changed for real primary survey answers before submission as an empirical research article.
Keywords Generative AI; Generative Commerce; AI personalization; Consumer trust; Privacy concern; Privacy assurance; Purchase intention; E-commerce
Published In Volume 17, Issue 4, October-December 2026
Published On 2026-10-02
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Crossref DOI prefix of IJSAT is 10.71097/IJSAT

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