A Study on the Role of Artificial Intelligence in Enhancing Customer Experience in Online Shopping

Author

Nikitha D, Mrs. Akila S,Dr. Santhosh Jayagopalan


Abstract

 Artificial Intelligence (AI) has become an essential component of online shopping which enables e-commerce platforms to offer personalized recommendations, quick assistance, improved product search and automated services. This study intends to assess the role of AI-powered personalization, AI-based chatbots and customer assistance, AI-based product information and search and AI-powered predictive and automated services in enhancing the overall customer experience. A descriptive research design and convenience sampling approach were selected. The primary data were collected through a structured questionnaire and Google Forms from 70 online shoppers. The percentage analysis, weighted average, one-way ANOVA and multiple regression analysis were performed. The majority of the statements in Likert-scale format were positively responded to by over half of the participants (Agree/Strongly Agree) which indicates that the online shoppers have a generally positive perception towards AI-based shopping features. However, the ANOVA test revealed no significant differences in the impact of AI-based product information on purchase preference among age groups (F = 0.43, p = 0.788), while the regression model was not statistically significant (R² = 0.02, p = 0.824). The study suggests providing accurate and relevant personalization, chatbots which can answer questions in real-time with human support, transparency and privacy in personalization and the necessity of continuous evaluation of AI-enabled services.


Keywords

Artificial Intelligence, Customer Experience, Online Shopping, Personalization, Chatbots, Product Search, Predictive Services



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References


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