The Impact of Artificial Intelligence on Customer Experience in E-Commerce Platforms: Evidence from Generation Z in an Emerging Market

Kadri Djamila (), Bereksi Reguig Mehdi () and Laredj Medjahed Safa ()
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Kadri Djamila: Abu Bekr Belkaid university, Business Management and Social Capital Laboratory
Bereksi Reguig Mehdi: Abu Bekr Belkaid university, Business Management and Social Capital Laboratory
Laredj Medjahed Safa: Abu Bekr Belkaid university, Laboratory of Evaluation of the Politics Economics of Algeria

A chapter in Proceedings of the International Conference on Artificial Intelligence Applications in Business Administration in MENA Region (ICAIABA 2026), 2026, pp 205-215 from Springer

Abstract: Abstract Artificial intelligence (AI) has become a key driver of digital transformation in e-commerce platforms, profoundly reshaping consumer–platform interactions. This study examines the impact of AI on customer experience within e-commerce platforms, with a specific focus on Generation Z e-consumers in an emerging market context. Generation Z represents a digitally native cohort characterized by intensive use of online platforms and heightened expectations regarding personalization, interactivity, and usability. Using a quantitative approach, data were collected from 190 Generation Z e-consumers through a structured questionnaire. Reliability and validity tests, followed by linear regression analyses, were conducted to test the research hypotheses.

Keywords: Artificial Intelligence; Customer Experience; Generation Z; E-commerce; Digital Transformation; Emerging Markets (search for similar items in EconPapers)
Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6239-711-8_20

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DOI: 10.2991/978-94-6239-711-8_20

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