Dr. Koneru Anuradha, Associate Professor, Smt. V. D. Siddhartha School of Law, Siddharth Academy of Higher Education, Deemed to be University, Vijayawada. ABSTRACT The fast adoption of personalization that is facilitated by artificial intelligence (AI) in online shopping has significantly redefined the digital commerce environment in India because it has altered the experiences of consumers, the way business is conducted in the market, and the governance of data over the Internet. Although...