The polymorphic crystallization and optical properties of Ag-doped TiO2 nanoparticles have been investigated. Sol-gel method has been used to prepare anatase, rutile, and the anatase-rutile mixed phase of TiO2 nanoparticles by Ag doping on Ti(4+) sites. The doped TiO2 nanoparticles exhibit different phase of TiO2 for the different concentration of dopants. The Ag-doping affects the luminescence and morphological properties of TiO2 nanoparticles. The anatase to rutile phase transformation temperature (ART) has reduced significantly. The Ag doping in TiO2 lattice gives a large red shift for a particular concentration of Ag dopants. (C) 2014 Elsevier B.V. All rights reserved.