Consumer Involvement in the Digital Era Classical Insights and AI Applications in India

Consumer involvement has long been recognized as a central construct in marketing, reflecting the degree of personal relevance, risk perception, and symbolic value associated with consumption choices. In the digital era, however, the meaning and dynamics of involvement are being reshaped by the pervasive influence of artificial intelligence (AI). This chapter explores the evolution of consumer involvement from its classical foundations to its transformation through AI-enabled practices, with a particular focus on the Indian marketplace. Drawing on established literature, the discussion clarifies the conceptual distinction between consumer involvement and consumer experience, emphasizing their complementary roles in shaping consumer behavior. The chapter further examines how AI applications’ such as recommendation systems, chatbots, and predictive analytics’ enhance personalization, foster interactivity, and influence decision-making among Indian consumers across sectors like e-commerce, digital banking, and banking. By synthesizing theoretical insights with contemporary case contexts, the study highlights both the opportunities and challenges of leveraging AI to deepen consumer involvement. The chapter concludes by outlining managerial implications for designing targeted strategies and advancing scholarly understanding of consumer behavior in technology-mediated environments.