The Role of AI in Driving Customer Engagement Through Technological, Organizational and Environmental Enablers in E-Commerce

The research aims to explore the motivators to customer participation in the e-commerce industry by embracing AI technologies with categories and interval themes of organizational support, technological sophistication, and external factors. The quantitative methodology was used, and a structured questionnaire that covered the e-commerce professionals was provided. Smart PLS was used to analyze the data and 195 respondents who completed the questionnaire were utilized following the convenience sampling approach. The findings showed that the support of top leadership on implementation of the technology and user experience design revealed that they had significant impact in customer engagement. The relations between the customers were also affected positively by the internal cooperation and trends in behavior identified toward consumers, and to a lesser degree by the partnerships and alliances. Engagement was not derived directly by algorithm complexity of AI. These findings provide e-commerce managers with valuable guidelines regarding strong leadership support and user-friendly AI design, but they also support the direction toward greater internal cooperation and responsiveness to the trends in consumer behavior. On a social level, this study states that the successful use of AI can improve customer satisfaction and loyalty and establish sustainable business practices that have ethical implications. The research adds to the body of knowledge by elaborating the TOE model with new defined concepts, including user experience design and internal merged work that provide a more focused view of the organizational and technological environments that lead to increased acceptance of AI-related customer involvement. The limitation of this study includes use of only one industry in Bangladesh which may limit the generalizability of the study. The longitudinal effects and crossindustry comparisons can be attempted to support and expand these revelations in further research work.