EXAMINING THE ROLE OF ARTIFICIAL INTELLIGENCE IN ENHANCING PERSONALIZATION STRATEGIES AND CUSTOMER EXPERIENCE IN E-COMMERCE

G Mukund; Harshit Tripathi

doi:10.29121/granthaalayah.v12.i4.2024.6664

Authors

G Mukund Research Scholar (Commerce) Sunrise University, Alwar, Rajasthan
Dr. Harshit Tripathi Assistant Professor, Research Supervisor, School of Commerce and Management Studies, Sunrise University, Alwar, Rajasthan

DOI:

https://doi.org/10.29121/granthaalayah.v12.i4.2024.6664

Keywords:

Artificial Intelligence (AI), Personalization Strategies, Customer Experience, E-Commerce, Data Privacy

Abstract [English]

The swift development of e-commerce has made it highly significant that businesses are able to provide extremely customized shopping experiences to maintain the level of customer loyalty and elevate the level of satisfaction. The tool of Artificial Intelligence (AI) has become a decisive instrument in advancing personalization strategies based on the data analytics, machine learning, and predictive algorithms. This study explores the use of AI to understand how it can be used to improve personalization and make the customer experience better in online stores. The goal of the study is to examine the different AI technologies that have been implemented to achieve personalization, how they have affected customer engagement and customer satisfaction and the challenges and practices linked with the deployment of AI solutions such as ethical considerations and data privacy considerations. Drawing upon the present practices and the results, the study offers clues to the opportunities of integrating AI strategically to maximize the level of personalization, to provide excellent customer experience, and to remain competitive in the digital market. It is assumed that the findings will add to the academic knowledge as well as the practical implementation of AI-based personalization in e-commerce.

Downloads

Download data is not yet available.

References

Asante, I. O., Jiang, Y., Hossin, A. M., & Luo, X. (2023). Optimization of Consumer Engagement with Artificial Intelligence Elements on Electronic Commerce Platforms. Journal of Electronic Commerce Research, 24(1), 7–28.

Bawack, R. E., Wamba, S. F., Carillo, K. D. A., & Akter, S. (2022). Artificial Intelligence in E-Commerce: A Bibliometric Study and Literature Review. Electronic Markets, 32(1), 297–338. https://doi.org/10.1007/s12525-022-00537-z DOI: https://doi.org/10.1007/s12525-022-00537-z

Chen, J. S., Le, T. T. Y., & Florence, D. (2021). Usability and Responsiveness of Artificial Intelligence Chatbot on Online Customer Experience in E-Retailing. International Journal of Retail & Distribution Management, 49(11), 1512–1531. https://doi.org/10.1108/IJRDM-08-2020-0312 DOI: https://doi.org/10.1108/IJRDM-08-2020-0312

Daqar, M. A. M. A., & Smoudy, A. K. (2019). The Role of Artificial Intelligence on Enhancing Customer Experience. International Review of Management and Marketing, 9(4), 22–31. https://doi.org/10.32479/irmm.8166 DOI: https://doi.org/10.32479/irmm.8166

Gao, Y., & Liu, H. (2023). Artificial Intelligence-Enabled Personalization in Interactive Marketing: A Customer Journey Perspective. Journal of Research in Interactive Marketing, 17(5), 663–680. https://doi.org/10.1108/JRIM-01-2022-0023 DOI: https://doi.org/10.1108/JRIM-01-2022-0023

Goriparthi, R. G. (2020). AI-Enhanced Big Data Analytics for Personalized E-Commerce Recommendations. International Journal of Advanced Engineering Technologies and Innovations, 1(2), 246–261.

Ifekanandu, C. C., Anene, J. N., Iloka, C. B., & Ewuzie, C. O. (2023). Influence of Artificial Intelligence (AI) on Customer Experience and Loyalty: Mediating Role of Personalization. Journal of Data Acquisition and Processing, 38(3), 1936.

Khrais, L. T. (2020). Role of Artificial Intelligence in Shaping Consumer Demand in E-Commerce. Future Internet, 12(12), 226. https://doi.org/10.3390/fi12120226 DOI: https://doi.org/10.3390/fi12120226

Li, L., Lin, J., Luo, W., & Luo, X. R. (2023). Investigating the Effect of Artificial Intelligence on Customer Relationship Management Performance in E-Commerce Enterprises. Journal of Electronic Commerce Research, 24(1), 68–83.

Moura, S., Reis, J. L., & Rodrigues, L. S. (2021). The Artificial Intelligence in the Personalisation of the Customer Journey: A Literature Review.

Patil, M., & Rao, M. (2018, November). Studying the Contribution of Machine Learning and Artificial Intelligence in the Interface Design of E-Commerce Site. In Smart Intelligent Computing and Applications: Proceedings of the Second International Conference on SCI 2018, Volume 2 (197–206). Springer Singapore. https://doi.org/10.1007/978-981-13-1927-3_20 DOI: https://doi.org/10.1007/978-981-13-1927-3_20

Rafi, A. H. (2023). The Impact of Artificial Intelligence on Customer Experience in E-Commerce Platforms. International Journal of Technology, Management and Humanities, 9(04), 118–136.

Rafi, A. H., Alam, S., Shahrin, I., Chowdhury, A. A. A., Shoiab, S., Sayem, U., & Pinon, M. U. (2022). The Role of AI and Chatbots in Enhancing International Customer Experience.

Upreti, K., Gangwar, D., Vats, P., Bhardwaj, R., Khatri, V., & Gautam, V. (2023, August). Artificial Neural Networks for Enhancing E-Commerce: A Study on Improving Personalization, Recommendation, and Customer Experience. In International Conference on Electrical and Electronics Engineering (141–153). Springer Nature Singapore. https://doi.org/10.1007/978-981-99-8661-3_11 DOI: https://doi.org/10.1007/978-981-99-8661-3_11

Vinaykarthik, B. C. (2022, October). Design of Artificial Intelligence (AI) Based User Experience Websites for E-Commerce Application and Future of Digital Marketing. In 2022 3rd International Conference on Smart Electronics and Communication (ICOSEC) (1023–1029). IEEE. https://doi.org/10.1109/ICOSEC54921.2022.9952005 DOI: https://doi.org/10.1109/ICOSEC54921.2022.9952005