A Review of the Impact of Artificial Intelligence on Consumer Buying Behavior of Laptops in Delhi, Noida and Gurgaon Region

Abstract

         The rapid proliferation of Artificial Intelligence (AI) technologies across digital commerce platforms has fundamentally altered how consumers discover, evaluate, and purchase high-involvement products such as laptops. This review paper critically examines the existing body of literature on the impact of AI-driven tools — including recommendation engines, chatbots, predictive analytics, and personalized advertising — on consumer buying behaviour specifically in the Delhi, Noida, and Gurgaon (Delhi NCR) region of India. This paper synthesizes empirical findings, theoretical frameworks, and market data to construct a holistic understanding of AI's role in shaping laptop purchase decisions in this rapidly urbanizing metropolitan corridor. The review finds that AI-powered personalization significantly reduces information overload, enhances decision confidence, and accelerates the purchase journey among urban Indian consumers. However, it also identifies critical research gaps including a lack of longitudinal studies, insufficient attention to demographic heterogeneity, and the near-absence of region-specific empirical research covering the Delhi-NCR laptop market. The paper concludes with a proposed research agenda and recommendations for retailers, manufacturers, and policymakers operating in the AI-enabled consumer electronics landscape of North India.