Analyzing the Application of Artificial Intelligence for E-Commerce Customer Engagement

The new era of enterprise business disruption has been significantly influenced by the technological revolution driven by the expanding use of artificial intelligence. Consumers’ growing desire for comfort and safety has led to drastic shifts in the consumption patterns for retail due to the widespread use of digital and mobile technologies, especially after the Covid-19 pandemic. Hence, the popularity of e-commerce is expected to considerably grow. Through this study, the authors attempt to identify the various factors of artificial intelligence that affect customer engagement in the Indian e-commerce sector. The authors also propose a CAPE model (Captivating Consumers by Using Chatbots for Interaction, Augmented AI Advertising, Personalized Content and Offerings, Engaging Consumers based on AI Data Insights) indicating the strategies that Indian e-commerce businesses and marketers may adopt for enhancing the levels of customer engagement in a post-pandemic scenario.