The Use of AI for a Better User Experience in E-Commerce Websites

Tanase Ionut (), Barbu Lucia Nicoleta (), Munteanu Alice Elena () and Rusu Georgiana ()
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Tanase Ionut: Bucharest University of Economic Studies, Bucharest, Romania
Barbu Lucia Nicoleta: Bucharest University of Economic Studies, Bucharest, Romania
Munteanu Alice Elena: Titu Maiorescu University, Bucharest, Romania
Rusu Georgiana: Bucharest University of Economic Studies, Bucharest, Romania

Proceedings of the International Conference on Business Excellence, 2025, vol. 19, issue 1, 3890-3895

Abstract: This article investigates how AI can improve the user experience of various e-commerce platforms through personalization and automation, with a focus on consumer perception, trust, data privacy concerns but also the final purchase intention. Although a new topic to be researched, the current literature mentions the clear potential of artificial intelligence in improving customer engagement and satisfaction, although ethical considerations around data handling and bias remain ongoing challenges. Studies show that well-implemented, AI-based recommendation systems and chatbots can make the shopping journey simpler and more enjoyable, yet the acceptance of these technologies varies across different consumer segments. Drawing on these insights, the present research employed a structured, closed-ended survey administered to 150 online shoppers from Romania. The methodology aimed to address three core questions: (1) Does AI-driven personalization positively impact user satisfaction and purchase intention? (2) Are chatbots perceived as effective tools for resolving routine inquiries? (3) Do privacy and data security concerns reduce consumer trust in AI-enhanced e-commerce platforms? Analysis of the collected data indicates that, while most respondents find AI features convenient and helpful, a considerable proportion remains skeptical due to fears of privacy infringement. As a consequence, user trust remains a critical factor in AI acceptance. By analyzing our findings and comparing them with established theoretical frameworks, our paper contributes to the existing body of knowledge on AI applications in e-commerce and marketing. It shows that balancing technological innovation with transparent and ethical data practices is necesary for maximizing AI’s benefits while keeping the consumer trust in online commerce.

Keywords: e-commerce; artificial intelligence; personalization; chatbots; user experience; consumer trust. (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:poicbe:v:19:y:2025:i:1:p:3890-3895:n:1038

DOI: 10.2478/picbe-2025-0297

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