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INTERNATIONAL JOURNAL OF ADVANCED RESEARCH IN COMMERCE, MANAGEMENT & SOCIAL SCIENCE (IJARCMSS) [ Vol. 9 | No. 2 (III) | April - June, 2026 ]

Human–AI Collaboration in Product Selection: A Bibliometric Review of Trends in Consumer Decision-Making

Abin P Jose, Jibil K John & Dr. Satheeshbabu A T

The growing adoption of artificial intelligence (AI) in online shopping has changed how consumers compare and choose products. This paper is an attempt to examine how human-AI collaboration can be used in product selection and how this relates to the consumer decision-making process. The main aim of the research is to investigate the effects of AI-based tools on consumer behaviour, attitude towards trust and confidence to buy. The study is restricted in terms of its scope to consumer product selection in online and technology-mediated retail settings and the opportunities and challenges of shared decision-making between humans and AI systems. The results show that the collaboration between humans and AI has the potential to improve the quality of decisions and bring up significant concerns about transparency, autonomy and ethical accountability in the consumer market.

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