The swift implementation of the Artificial Intelligence (AI) technologies into the e-commerce platforms has revolutionized the online consumer experience by allowing personalization, intelligent suggestions, chatbots, and automated decision-making apparatus. As much as AI-based apps can help in improving efficiency and convenience, its success in terms of consumer trust and purchase intention depends on contextual factors. In this research, the moderating role of brand credibility is examined and the relationship between AI-driven e-commerce applications and consumer trust and purchase intention is studied. In a quantitative research design, information was gathered among online consumers that had the previous experience of AI-based e-commerce platforms. The hypothesized relationships were tested using Structural Equation modeling (SEM). The results also show that consumer trust and purchase intention are greatly affected by AI applications, and brand credibility enhances the relationship between them. The paper adds to the existing literature on the adoption of AI in e-commerce by showing brand credibility as an important boundary condition and providing a strategic perspective on how e-commerce companies can capitalize on AI technologies
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