Abstract
In the contemporary context of rapid advancements in artificial intelligence technologies and substantial growth in e-commerce, real-time e-commerce has emerged as a pivotal platform for online shopping. The objective of this study is to analyse the impact of AI technology on consumer purchase decisions in real-time e-commerce. The study will delve into the application of AI technologies in key areas such as product recommendation, personalised marketing, word-of-mouth effects, and real-time interactions. The objective is to elucidate how AI can enhance consumers' decision-making efficiency and purchase intention by improving their shopping experience.