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The Impact of Artificial Intelligence on Customer Experience in E-Commerce Platforms
Dr.R.Marie Sheila, Assistant Professor of Commerce, Holy Cross College, (Autonomous), Tiruchirappalli
Pages: 01-13 | First Published: 05 Aug 2025
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Abstract
The introduction of Artificial Intelligence (AI) technologies into e-commerce platforms is transforming how businesses interact with consumers by redefining the customer experience (CX), personalizing interactions, automating processes, and generating data-driven insights. This paper explores how various aspects of the customer experience—including customer satisfaction, trust, personalization, and convenience—are influenced by the implementation of AI-driven technologies such as chatbots, recommendation engines, visual search, and predictive analytics. Drawing on a multidisciplinary literature review and empirical data collected from users of major e-commerce platforms, the study highlights both the opportunities and challenges posed by AI adoption. The findings indicate that while AI enhances personalization and operational efficiency, it also raises concerns related to data privacy, algorithmic bias, and the reduction of human interaction. This research offers a comprehensive understanding of AI’s impact on customer behavior and expectations, providing business insights and recommendations for e-commerce platforms to leverage AI responsibly and effectively to better meet customer needs. Future research is encouraged to focus on the longitudinal effects and intercultural differences in customer experience driven by AI.
Keywords: Artificial Intelligence, Customer Experience, E-commerce, Personalization, Chatbots, Recommendation Systems, Predictive Analytics, Consumer Behavior, Trust, Digital Commerce.

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