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September 10, 2025

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

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Authors

MSMarija SmilevskaNBNadica Jovanovska BoshkovskaIPIlijana Petrovska

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Overview

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

Key Points

  • 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.

Cite This Study

Smilevska et al. (2024) studied this question.

synapsesocial.com/papers/68c199ee9b7b07f3a061bb14https://doi.org/10.31410/itema.s.p.2024.191
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