From personalization to novelty: AI's role in elevating e-commerce experience

Abstrak

Artificial intelligence (AI) assists e-commerce users in making transaction decisions through voice, image search, and recommendation features thereby improving shopping efficiency. AI has transformed consumer experience as individuals increasingly rely on it for purchase decisions, resulting in a more personalized shopping experience. However, despite the growing focus on AI and its diverse applications, there has been limited research examining the factors that influence sustained intention to use AI in the e-commerce sector. This study aims to understand the unified online customer experience and identify the many touchpoints through which consumers engage with brands. This study contributes to existing literature by exploring different aspects of AI usage in the e-commerce context while also highlighting the evolving landscape of AI applications in marketing. This research uses quantitative methodology by collecting primary data through the distribution of online questionnaires. The questions measure customer satisfaction, human laziness, novelty seeking, and the intention to continue using AI. The study reveals that e-commerce companies should cater to customers’ novelty-seeking traits by providing new experiences while shopping on e-commerce platforms. In addition, the study demonstrates that enhancing customers’ AI service experience is crucial to sustaining their intention to utilize AI.

Identifier

• OpenAlex: https://openalex.org/W7159946625
• DOI: https://doi.org/10.3389/fcomm.2026.1801803