The influence of Artificial Intelligence on the online consumer information search process

containment. This paper seeks to determine the aspects and qualities that the digital consumer seeks when choosing a product or brand. This within a context of a versatile and competitive market, where companies to stand out and be present in the mind of the buyer, must know the variables that influence their decisions. Together with e-commerce, technology increases day by day and is part of our lives even without being present. Artificial intelligence is a clear example of this, generating solutions for entrepreneurs and consumers, who are looking for quick, simple and safe answers. Words like Artificial Intelligence, Big Data, chatbot, cookies and privacy or manipulation issues seem to go hand in hand. This production showed the differences, points for and against the coding of data through these tools, when offering a product or service on the internet. Through a type of exploratory and descriptive research, from the perspective of the entrepreneur and the consumer, you will know the generational gap that separates the acceptance of the insecurity generated by the use of Artificial Intelligence. You will discover the relevant aspects for the sale that you must know about your client. In parallel, as a buyer, it will give you an answer to your big questions about the famous manipulation of entrepreneurs.