Role of AI in Enhancing Customer Experience in Online Shopping

AI-powered tools and applications may provide customers with a positive, effective, and customized purchasing experience. By studying client preferences and behaviours, AI systems can anticipate future customer needs, improving and personalizing the shopping experience. The main aim of this study is to examine the role of artificial intelligence (AI) on enhancing customer experience. The results of this study revealed that there is a positive significant relationship between AI features like perceived convenience, personalization and AI-enabled service quality and Customer experience. A total of 416 responses were analysed using a structured questionnaire. The findings indicate significant role of trust as factor, mediating the effects of independent variables on customer experience. Data was analysed using T-test, ANOVA and regression.