Artificial Intelligence in e-Tailing

Abstract

Artificial Intelligence (AI) has emerged as a transformative force in modern e-tailing by enabling personalized customer experiences, predictive analytics, intelligent product recommendations, and efficient customer support through chatbots and virtual assistants. The present study examines consumer perceptions towards the application of AI in e-commerce platforms. A descriptive research design was adopted, and primary data were collected from 50 respondents using a structured questionnaire. Percentage analysis, rank analysis, and a five-point Likert scale were employed to analyse the data. The findings reveal that AI-driven tools, particularly chatbots and personalized recommendation systems, significantly enhance customer experience and satisfaction. However, concerns related to data privacy, trust, and transparency continue to pose challenges to the wider acceptance of AI in e-tailing. The study concludes with strategic suggestions to strengthen consumer trust and improve the effectiveness of AI integration in online retailing.