The Role of Artificial Intelligence in Transforming the Online Shopping Experience
Keywords:
Artificial Intelligence, E-Commerce, Personalization, Recommendation Systems, Conversational Commerce, Ethical AIAbstract
Artificial Intelligence (AI) is revolutionizing the online shopping environment by reshaping the ways in which consumers find, assess, and buy products. This paper explores the diverse impact of AI on e-commerce platforms, emphasizing aspects such as personalization, recommendations, visual search, conversational commerce (including chatbots and voice assistants), dynamic pricing, fraud detection, supply chain optimization, and sentiment analysis. The study integrates theoretical viewpoints and empirical evidence from recent research to demonstrate how AI-driven functionalities boost conversion rates, improve customer satisfaction, and introduce new ethical and operational challenges.
Adopting a mixed-methods research approach that merges a quantitative survey of online shoppers with qualitative interviews of e-commerce managers and AI experts, the paper examines customer perceptions, behavioral results, and managerial tactics. The findings indicate that personalized recommendation systems and conversational agents provide the most immediate perceived benefits to consumers, whereas dynamic pricing and hidden personalization raise significant issues regarding fairness and transparency.
The paper concludes with a discussion on the implications for researchers, practitioners, and policymakers: companies should implement explainable AI methods, focus on privacy-preserving personalization, and evaluate long-term customer trust in addition to short-term revenue increases. Lastly, the paper identifies limitations and suggests avenues for future research, such as longitudinal studies, cross-cultural analyses, and the environmental impact of AI in e-commerce.
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