Role of Artificial Intelligence in shaping Women’s Gold Jewellery Shopping patterns in Mumbai

Abstract

Gold jewellery continues to be an important cultural, emotional, and financial asset in India, traditionally purchased through trusted family jewellers. However, the emergence of digital retail, supported by Artificial Intelligence (AI), has begun to influence how consumers evaluate, select, and purchase jewellery. Mumbai, being a metropolitan and digitally progressive market, reflects a growing trend among women towards exploring online gold jewellery platforms. This study investigates the role of AI-driven features such as virtual try-on technology, personalized product recommendations powered by machine learning, dynamic and transparent pricing systems, real-time chatbot support, and predictive design or trend analytics in shaping women’s buying behaviour when purchasing gold jewellery online. Primary data was collected from women across diverse age groups and income categories in Mumbai to understand perceptions of trust, convenience, product evaluation, and risk associated with online jewellery purchases. The findings indicate that AI enhances product visualization and personalization, reduces uncertainty regarding jewellery appearance, and improves the overall shopping experience. Additionally, transparent pricing and instant customer support provided by AI systems contribute to stronger trust and greater willingness to make online purchases. However, concerns regarding product authenticity, data privacy, and return policies persist among some users. The study contributes to existing literature by highlighting how AI functions not merely as a technological tool but as a behavioural influence mechanism that can reshape consumer confidence and decision-making in high-value, culturally significant purchases. The insights generated can assist jewellery retailers and digital platforms in adopting more effective AI-based strategies to better engage and retain women consumers in emerging online gold jewellery markets.