International Science Community Association Research Journal of Management Sciences 15 3 2026 09 6 Impact of Social Media and AI on E-commerce Consumers 44 47 EN Kore Lakappa 1 Department of Commerce, Govt. First Grade College, Hunnur, Karnataka, India Sannaki Amita S. 2 Department of Commerce, Govt. First Grade College, Savalagi, Karnataka, India Dmello Abigail 1 Department of Commerce, VIVA College of Arts, Commerce and Science, Virar (W), Palghar, Maharashtra, India. Katle Varada 1 VIVA College of Arts, Commerce and Science, Maharashtra, India . Usha 1 Department of Studies in Commerce, Davangere University, Davangere, Karnataka, India G.C. Ashwini 2 Department of Studies in Commerce, Davangere University, Davangere, Karnataka, India Chubachi Mahantesh K. 3 Department of Studies in Commerce, Davangere University, Davangere, Karnataka, India Sirohi Gajendra 1 Acropolis Institute of Management studies and Research, Indore, MP, India Kadur Ajjappa 1 Department of Commerce, B.V.V.S, Shri S. R. Kanthi Arts, Commerce and Science College Mudhol, Bagalkote, Karnataka-587313, India Bedare Nikita 1 Department of PG Studies and Research in Commerce, Bagalkot University, Jamkhandi, Karnataka, India Daga Chetan B. 2 Department of Studies in Commerce, GFGC, Rabakavi Banahatti, Karnataka, India Abhijit Patil CMA Juita 1 VIVA College of Arts, Science and Commerce, Virar West, Mumbai, India Mahadik Madhura Deepak 1 Department of Commerce, VIVA College of Arts, Commerce & Science, Virar (W), Maharashtra, India > Review Paper 2026 5 4 2026 09 6 After arrival of social media and new trending artificial intelligence (AI) lots of change can be seen in behavior of consumers as well as in retailers. Most of consumers prefer to take help of social media and AI before making any buying decisions. This research paper explores the impact of social media as well as AI on E-commerce customers, examining the advantages and challenges associated with these technologies. Through a comprehensive review of existing literature, this study reveals that social media and AI can influence customer’s behavior, enhancing their shopping experience and driving sales for e-commerce businesses. E-commerce and AI tools provide more customized and involving shopping experience to customers. Social media is very helpful to retailer to cover large area and also facilitates interaction with customers from their places. Some useful AI based tools, such as catboats, recommendation systems; support consumers select products according to their requirements. Combination of AI tools and social media offer lots of benefits to e- customers. It helps consumers to finalize best suitable product according to their requirements with the help of recommendations and browsing history. Chatbots and virtual assistants are examples of AI powered tools. These tools provide reviews and products suggestions to customer. However, E- consumer should also know that they should be alert about need of protecting their data and ensure AI systems are fair and unbiased so that it will be benefit them positively. As AI & social media continue to shape the e-commerce industry, it is important for businesses to prioritize consumer data protection and transparency. By using these technologies in a responsible way, businesses can gain customer trust and boost their online sales. Copyright@ International Science Community Association