This study examines how AI-driven behavioural analytics and personalization shape consumer engagement and purchase decisions in Q-commerce apps like Swiggy Instamart, Zepto, and Blinkit. Based on responses from 100 users (ages 15–25), statistical tests reveal that gender, age, and education significantly influence how consumers perceive and respond to AI recommendations. The findings show that AI enhances satisfaction, engagement, and decision-making, but its impact varies across demographic groups. The study highlights the need for transparent and user-focused AI systems to strengthen trust and loyalty in Q-commerce platforms.