The study delves into the intricate realm of voice-activated shopping and the psychological mechanisms that underlie consumer decision-making in this emerging e-commerce paradigm. As the adoption of AI- powered smart speakers for shopping continues to surge, it is imperative to gain insights into the cognitive and emotional factors that shape e-customer choices. This research employs a multidisciplinary approach, drawing from consumer behavior, technology adoption, cognitive psychology, and marketing. Through a combination of surveys, user interviews, and behavioral data analysis, the study aims to unravel the impact of key psychological variables, such as convenience, trust, personalization, cognitive ease, and emotional engagement, on the choices made by e-customers in the context of voice-activated shopping. Additionally, the research will explore the utilization of behavioral economics principles, ethical considerations surrounding data privacy and security, and the influence of marketing strategies in this burgeoning domain. The findings of this study have practical implications for businesses, marketers, and technology developers looking to optimize the user experience, build trust, and effectively leverage the potential of voice-activated shopping. Ultimately, this research contributes to a deeper understanding of the evolving dynamics of e-
commerce and how AI-powered smart speakers are reshaping the way consumers interact with and make choices within the digital marketplace.