Influence Of Artificial Intelligence On e-Tailing Sector Using Multiple Regression Analysis

Artificial Intelligence (AI) has significantly enhanced customer-marketer interactions in the online retail sector by automating shopping activities and providing personalized recommendations. AI has been instrumental in transforming and advancing the retail industry. This study explores the various benefits perceived by customers while shopping with AI-enabled online retailers. A sample of 334 online shoppers was surveyed to examine the role of AI in reshaping e-commerce and its impact on customer satisfaction. The data was analyzed using Exploratory Factor Analysis (EFA) and Multiple Regression techniques. The findings reveal that AI-driven product recommendations, personalized shopping experiences, real-time interactions, and chatbot support have a positive influence on customer satisfaction in AI-enabled online retail environments.