ShodhPatra: International Journal of Science and Humanities

Gendered Perspective of AI Assisted Consumer Behaviour

Artificial Intelligence (AI) is reshaping how consumers shop, interact with brands, and receive marketing messages. From personalized product suggestions to smart chatbots and virtual assistants, AI is designed to make shopping more convenient. But behind these high-tech tools lies an important question: how does AI affect consumers differently based on gender? This study explores how gender norms and stereotypes influence and is influenced by AI-driven marketing. As, AI learns from existing data, it can unintentionally replicate out dated gender biases. For example, men may be shown ads for financial services or tech products, while women might see ads for household goods or lower-paying job roles. These patterns aren’t just marketing choices they reflect and reinforce societal stereotypes. The research dives into how AI-powered tools, like recommender systems and algorithmic pricing models, may treat male and female consumers differently. It also asks whether these differences impact how men and women trust or respond to AI suggestions. Do female consumers feel alienated when product recommendations don’t reflect their real needs or identities? By analysing surveys, sentiment data, and experimental findings, the study uncovers both the psychological and behavioural effects of gendered AI on consumers. It also highlights the ethical and legal challenges businesses face in ensuring AI is fair and inclusive. To move forward, the study calls for gender-sensitive AI design. This means using diverse training data, transparent algorithms, and regular bias checks. Ultimately, AI can create better consumer experiences—but only if it respects and reflects the diversity of the people it serves. Future research should also consider how identity factors like age, ethnicity, and class intersect with gender in shaping AI-driven consumer behavior.