Enhancing Customer Experience in E-Commerce: The Role of AI in Business Intelligence

Rhythm Mukherjee (), Shivangi Ghildiyal, Meera Sharma, Preeti Sharma and Rishita Das
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Rhythm Mukherjee: University of Engineering & Management
Shivangi Ghildiyal: Future University
Meera Sharma: Future University
Preeti Sharma: University of Engineering & Management
Rishita Das: University of Engineering & Management

A chapter in Proceedings of the International Conference on Artificial Intelligence in Management for Business and Industrial Growth (AIMBIG 2025), 2025, pp 72-84 from Springer

Abstract: Abstract In the dynamic landscape of e-commerce, delivering exceptional customer experience has become a strategic imperative. As digital interactions surge, organizations are implementing the use of Artificial Intelligence (AI) with Business Intelligence (BI) tools to gain actionable insights into consumer behavior, preferences, and purchasing patterns. This paper examines how AI-powered BI applications including predictive analytics, recommendation engines, natural language processing (NLP), and chatbots are transforming the customer journey by enabling real-time personalization and proactive service delivery. Through analysis of current AI applications in leading e-commerce firms and academic literature, the study identifies how AI-enhanced BI fosters improvement in customer satisfaction, brand loyalty, and data-driven decision-making. This research contributes to a deeper understanding of the synergetic potential of AI and BI in redefining customer engagement strategies and offers practical implications for practitioners and scholars navigating the future of e-commerce.

Keywords: Artificial Intelligence; Business Intelligence; E-Commerce; Customer Experience; Predictive Analytics; Personalization (search for similar items in EconPapers)
Date: 2025
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DOI: 10.2991/978-94-6463-898-1_7

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