Consumer Acceptance of AI-Generated Content in Indian E-Commerce: The Roles of Authenticity, Usefulness, Intelligence, Trust, and Risk

1. Introduction The fast expansion of Artificial Intelligence (AI) technologies has profoundly changed the digital economy, especially in e-commerce. One of the most significant phenomena is the emergence of AI-generated content (AIGC), which includes product descriptions, personalized recommendations, advertisements, automated reviews, and chatbot interactions produced by systems. As per Ameen et al. (2021), these technologies allow businesses to handle large amounts of consumer data and create tailored content at scale, increasing operational efficiency and improving customer engagement. AI has moved from predictive analytics to generative systems. This is influencing how firms communicate with consumers and their purchase choices (Hermann & Puntoni, 2024). AI generated content is seen at Amazon and Flipkart. They rely on AI to leverage the added advantage of dynamic product information and personalized user experiences. It is an essential part of all e-commerce sites now. In competitive online marketplaces, AI content can reduce costs, increase scale, and improve personalization, among other benefits. With AI-driven systems, there is an advantage of being able to access the consumer preferences in real-time. Also, this system generates recommendations that suit individual needs. All of these enhancements facilitate greater convenience and efficiency for decision-making (Davenport et al., 2020). In the present context, perceived usefulness will be critical as the consumer will opt for technology that he/she finds enhances the shopping experience and eases the decision process (Dwivedi et al., 2021). AI-generated content can ease the search and evaluation of products because it can be perceived as relevant and informative. In spite of these advantages, consumers do not always readily accept this. Studies have shown that people may doubt the authenticity and traceability of auto-generated information, especially if they are aware that it is the product of AI rather than humans (Kirk & Givi, 2025). This shows how important it is to assess consumer perception of generative AI within digital interactions.