A Study on the Role of Artificial Intelligence in Enhancing Customer Experience in Online Shopping

Abstract

Artificial Intelligence (AI) has become an essential component of online shopping which enables e-commerce platforms to offer personalized recommendations, quick assistance, improved product search and automated services. This study intends to assess the role of AI-powered personalization, AI-based chatbots and customer assistance, AI-based product information and search and AI-powered predictive and automated services in enhancing the overall customer experience. A descriptive research design and convenience sampling approach were selected. The primary data were collected through a structured questionnaire and Google Forms from 70 online shoppers. The percentage analysis, weighted average, one-way ANOVA and multiple regression analysis were performed. The majority of the statements in Likert-scale format were positively responded to by over half of the participants (Agree/Strongly Agree) which indicates that the online shoppers have a generally positive perception towards AI-based shopping features. However, the ANOVA test revealed no significant differences in the impact of AI-based product information on purchase preference among age groups (F = 0.43, p = 0.788), while the regression model was not statistically significant (R² = 0.02, p = 0.824). The study suggests providing accurate and relevant personalization, chatbots which can answer questions in real-time with human support, transparency and privacy in personalization and the necessity of continuous evaluation of AI-enabled services.