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Purpose
Technology has been witnessing a rapid growth. The advent of artificial intelligence has further enhanced the satisfaction level of consumers, which makes it even more vital in the current scenario. This paper aims to explore the factors affecting practical implacability of artificial intelligence and its impact on consumers' online purchase intention.


Design/methodology/approach
This paper has used a technology-based model as the base to explore the different factors affecting consumers' purchase intention towards e-retailing. This study has formulated a model that demonstrates the integration of artificial intelligence in retailing by the business organizations so as to understand the needs of customers and help them accept technology. This study has further explored faith, subjective norms and consciousness as constructs which enhance the implacability of artificial intelligence.


Findings
This study shows that artificial intelligence positively influences consumers' buying behaviour. This study through a model also shows that integration of artificial intelligence enhances consumers' purchase intention.


Research limitations/implications
The study has been focusing on a portion of target population. So there is scope to include the whole set of the population to get closer-to-accurate results.


Practical implications
The study offers useful inputs for academicians as well as marketers for predicting buying behaviour of consumers. Marketing managers can use artificial intelligence–embedded technology to enhance online purchase intention.


Social implications
The study shows that an increase in consciousness towards e-retailing has made consumers keenly analyse and purchase products on the basis of merit and usefulness of the products.


Originality/value
The contribution has been made with the best of knowledge in formulating an integrated artificial intelligence model for consumers' purchase intention in e-retailing.