Artificial intelligence has been one of the fastest growing branches of the world economy. Due to its widespread use in numerous industries, there has been an indispensable topic in numerous studies. This graduate thesis will explore the impact of artificially intelligent voice assistants in the purchasing decision process. The concept and stages of the purchasing decision process as well as the specifics in the online environment will be analyzed. The paper will define the concept of artificial intelligence. We will analyze the impact of artificial intelligence in the process of attracting, persuading and retaining customers. In order to explore the impact of artificial intelligence in the purchasing decision process, a comparative analysis of three artificially intelligent voice assistants was conducted. For the purposes of comparative analysis, data collected from secondary research were applied. The survey results show an increase in voice assistant features and capabilities. Google Assistant proved to be the best smart assistant in comparison. Research has shown that the use of smart assistants in everyday life is growing, but people still use them for basic and simpler things. Purchases made with voice assistants are still for lower cost and quality products that do not require a visit to physical store. Privacy and data protection have proven to be the biggest barriers to using voice assistants in the purchasing decision process.