The Impact of Artificial Intelligence-Driven Personalization on Customer Experience and E-Commerce Customer Loyalty: A Systematic Literature Review
Keywords:
Artificial Intelligence; Personalization; Customer Experience; Customer Loyalty; E-CommerceAbstract
This study aims to comprehensively analyze how artificial intelligence-driven personalization impacts customer experience and loyalty in the rapidly growing e-commerce sector. This study uses a Systematic Literature Review (SLR) approach to 460 national and international articles published between 2018 and 2025. The analysis was conducted through thematic synthesis and bibliometric mapping using VOSviewer to identify intellectual structures, research trends, and dominant clusters related to the application of AI in digital personalization. The results show that AI-based personalization can improve customer experience through more relevant recommendations, adaptive automated interactions, and increased convenience value. This enhanced experience further contributes to customer loyalty through mechanisms of trust, emotional engagement, and long-term value perception. However, challenges such as privacy issues, algorithmic bias, and the potential for over-personalization remain important concerns in its implementation. The bibliometric results confirm that themes such as artificial intelligence, customization, and consumer loyalty have become the center of global research attention in the past five years. This research provides a theoretical contribution in mapping the mechanisms of influence of AI-driven personalization on consumer behavior and offers practical recommendations for e-commerce players in designing effective, ethical, and sustainable personalization strategies.
References
Akter, S., Bandara, R., Hani, U., & Fosso-Wamba, S. (2021). The rise of artificial intelligence in e-commerce: Implications for customer experience. International Journal of Information Management.
Akter, S., Michael, K., & Dwivedi, Y. (2022). Algorithmic personalization, privacy risks, and consumer trust in digital platforms. Industrial Marketing Management.
Bag, S., Wood, L., & Xu, L. (2021). AI-enabled customer engagement and loyalty in digital platforms. Technological Forecasting and Social Change.
Bolton, R.N., McColl-Kennedy, J.R., Cheung, L., Gallan, A., Orsingher, C., Witell, L., & Zaki, M. (2023). Customer experience challenges. Journal of Business Research, 161, 113841.
Brandtzaeg, P.B. (2023). Privacy concerns in AI-personalized environments. Information & Management, 60(2).
Chintalapati, S., & Pandey, S. K. (2022). Artificial intelligence in marketing: A systematic literature review. Journal of Market Research.
Chung, M., Ko, E., Joung, H., & Kim, S. J. (2020). Chatbots and AI-driven personalization in online retailing. Journal of Retailing and Consumer Services.
Davenport, T., Guha, A., Grewal, D., & Bressgott, T. (2024). Generative AI and marketing strategy. Journal of Retailing, 100(1), 1–19.
Dwivedi, Y. K., Hughes, L., Carlson, J., & Sharma, A. (2023). Artificial intelligence for digital marketing: A review. Journal of Business Research, 158, 113679.
Dwivedi, Y. K., Ismagilova, E., & Hughes, L. (2023). Artificial intelligence for customer experience and consumer behavior: A multi-level review. Journal of Business Research.
Gkikas, D. C., & Theodoridis, P. K. (2021). AI in consumer behavior: A conceptual overview. In Advances in Artificial Intelligence-Based Systems.
Gursoy, D., Chi, O.H., & Lu, L. (2021). Impact of artificial intelligence on customer experience in service and retail sectors. International Journal of Information Management.
Haque, A., Akther, N., Khan, I., Agarwal, K., & Uddin, N. (2024). Artificial intelligence in retail marketing: A bibliometric reflection and content analysis (2000–2023). Informatics.
Hoyer, W.D., Kroschke, M., Schmitt, B., & Kraume, K. (2020). Artificial intelligence in marketing: Value creation, ethical concerns, and future research directions. Journal of Service Research.
Huang, M.-H., & Rust, R. (2021). A strategic framework for artificial intelligence in marketing. Journal of the Academy of Marketing Science, 49, 30–50.
Iyer, R., Maralapalle, V. C., & Mahesh, P. (2024). Generative AI and LLM: Case study in e-commerce. In Generative AI and LLMs.
Jahan, I., & Sanam, T.F. (2024). A comprehensive framework for customer retention in e-commerce using machine learning based on churn prediction, customer segmentation, and recommendation. Electronic Commerce Research.
Jenneboer, L., & Herrando, C. (2022). The impact of chatbots on customer loyalty: A systematic literature review. Electronic Commerce Research.
Kacprzak, A., & Hensel, P. (2023). Exploring online customer experience: A systematic literature review and research agenda. International Journal of Consumer Studies.
Kanapathipillai, K., & Singkaravalah, L.M. (2024). The future of personalized customer experience in e-commerce: Decoding the power of AI in building trust, enhancing convenience, and elevating service quality. European Journal of Social Sciences Studies.
Kar, A.K., Varsha, P.S., & Rajan, S. (2023). Unraveling the impact of generative artificial intelligence in industrial applications: A review of scientific and gray literature. Global Journal of Flexible Systems Management.
Kashyap, A.K., Sahu, I., & Kumar, A. (2022). Artificial intelligence and its applications in e-commerce: A review analysis and research agenda. Journal of Theoretical and Applied Information Technology.
Kietzmann, J., Paschen, J., & Treen, E. (2022). AI disruption in customer interactions. Business Horizons, 65(2).
Kumar, V., Sharma, A., & Dixit, A. (2023). Hyper-personalization in AI-driven commerce. Journal of Interactive Marketing, 61, 44–59.
Luo, X., Tong, S., & Li, H. (2024). Trust in AI-enabled online environments. Internet Research, 34(1).
Mariani, M., & Borghi, M. (2022). AI-driven personalization and customer trust. Tourism Management, 93, 104627.
Rust, R.T. (2023). The future of marketing AI. Journal of Marketing, 87(1), 125–140.
Shankar, V., et al. (2021). Privacy concerns and personalization trade-offs in AI-driven marketing. Journal of Retailing.
Sharma, A., Dwivedi, Y., & Mariani, R. (2022). AI-enabled value creation in digital services. Journal of Retailing and Consumer Services, 68, 103034.
Wang, Y., & Wong, A. (2020). Customer experience in AI-mediated services. Journal of Service Management, 31(2).
Bila bermanfaat silahkan share artikel ini
Berikan Komentar Anda terhadap artikel The Impact of Artificial Intelligence-Driven Personalization on Customer Experience and E-Commerce Customer Loyalty: A Systematic Literature Review
