The main aim of this paper is to identify the impact of artificial intelligence factors on changes in consumer behaviour when they deal with online purchases. The researcher used a convenience sampling method to collect the sample of 375 online consumers from Chennai City. The application of linear multiple regression analysis, exploratory factor analysis and structural equation model found that artificial intelligence is a powerful and innovative tool for marketers to reach online consumers and they can understand their needs. Artificial intelligence is not a unique phenomenon in marketing whereas it depends upon the five predominant factors information, optimization, storage, distribution and attraction. Artificial intelligence can give more information, whereas other brand knowledge of the product of marketers and give optimized solutions for consumer preferences concerning the attributes they expec