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ABSTRACT
This research project investigates the extent to which AI-powered features influence customer satisfaction in e-commerce platforms. The study focuses on understanding the primary AI-powered features that significantly impact customer satisfaction and identifying any associated challenges. A mixed-methods approach was employed, including an online survey with 90 participants and in-depth interviews. The findings reveal that personalized product recommendations, chatbots and virtual assistants, and encryption of personal data are among the most significant AI-powered features impacting customer satisfaction. However, respondents also reported challenges such as security concerns and discomfort with sharing personal information. Recommendations for e-commerce platforms include enhancing security measures, improving customer relations and offering more personalized shopping experiences. Overall, this study contributes to understanding the role of AI in enhancing customer satisfaction in e-commerce.
