AI-POWERED DIGITAL MARKETING AND CUSTOMER EXPERIENCE IN E-COMMERCE: A STUDY ON CONSUMER ENGAGEMENT AND PERSONALISATION

Abstract

The growing use of artificial intelligence (AI) is changing the way e-commerce businesses market their products and interact with customers. AI-based applications analyse customer preferences and online behaviour to deliver relevant product suggestions and create more personalised shopping experiences. This study investigates how AI-driven digital marketing influences consumer engagement and personalisation in e-commerce. A descriptive research design was adopted, and data were collected from 158 online shoppers through a structured questionnaire. The study examines consumers’ awareness of AI-enabled shopping features, their experience with personalised recommendations, their views on AI-generated product suggestions, their intention to continue using e-commerce platforms and their satisfaction with AI-based services. The data were analysed using frequency and percentage analysis and chi-square tests of association. The results show that 59.5% of respondents had noticed personalised recommendations, 74.7% agreed that AI-based recommendations help them discover relevant products, 65.8% reported a higher likelihood of returning to a platform, and 73.4% were satisfied with AI-powered features; all four hypothesised associations were significant at the 5% level. The study provides insights into the growing role of AI in digital marketing and its connection with consumer engagement and customer experience in e-commerce.