AI Touchpoint Consumer Engagement and Experience: Driving Behavioral Intentions in Digital Business

Artificial Intelligence has become a dominant technology in digital business and has greatly changed how businesses interact with customers. Digital businesses increasingly use AI-based technologies to deliver convenient, personalized services. Such technologies include Chatbots, virtual assistants, recommendation systems, personalized advertisements, automated customer support, and AI-powered search. These developments have changed customer expectations and affected their willingness to use and continue using digital services. Therefore, businesses operating in a thriving digital environment must understand AI from the customer’s perspective. The study covers a broad spectrum of AI dimensions, including personalization, efficiency, ease of use, responsiveness, reliability, service quality, security, and privacy. These factors are expected to influence customers’ behavioral intentions, including buying behavior, usage, purchasing patterns, and recommending AI-enabled digital services. The study also investigates “Customer experience and Customer engagement as mediators” to understand how AI impacts customers’ behavioral responses. The study has adopted a quantitative research approach. The study collects primary data through a questionnaire from customers with experience using AI-enabled digital business services. The study measures customers’ perceptions and behavioral intentions using a five-point Likert scale. The study uses descriptive statistics, correlation, and regression to examine the relationships among AI, Customer experience, Customer engagement, and behavioral intention. The findings provide a clearer view of AI’s effect on consumer behavior, helping digital businesses enhance convenience, personalization, Customer engagement & experience; address privacy & security concerns; build customer trust; and encourage continued use of AI-enabled digital services.