September 10, 2025

Enhancing Customer Experience in Electronic Commerce: Role of Artificial Intelligence in Personalization and its Ethical Implications

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Mixed-methods analysis reveals AI personalization improves shopping efficiency and brand loyalty, highlighting ethical data privacy concerns.

Personalized recommendations improved shopping efficiency and brand loyalty significantly.
Among respondents, 97.4% noticed personalization, with 56.4% finding it highly useful.
Mixed-methods analysis used data from 78 participants to assess the impact of AI personalization.
Transparency and strong data protection are essential for maintaining consumer trust.

Smilevska et al. (2024) studied this question.

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Mixed-methods analysis reveals AI personalization improves shopping efficiency and brand loyalty, highlighting ethical data privacy concerns.