Marija Smilevska – University American College Skopje, bul. Treta Makedonska Brigada, Skopje, North Macedonia
Nadica Jovanovska Boshkovska – University American College Skopje, bul. Treta Makedonska Brigada, Skopje, North Macedonia
Ilijana Petrovska – University American College Skopje, bul. Treta Makedonska Brigada, Skopje, North Macedonia
Ivona Mileva – University American College Skopje, bul. Treta Makedonska Brigada, Skopje, North Macedonia
Keywords:
E-commerce;
Artificial intelligence;
Personalized
recommendations;
Customer experience;
Ethics
Abstract: The rise of artificial intelligence (AI) has transformed electronic commerce (e-commerce), with AI-powered personalization becoming essential for enhancing customer experiences. This paper explores the impact of AI-driven personalization on e-commerce, enhancing customer experience and the ethical implications. Using a mixed-methods approach, data from 78 participants show that personalized recommendations significantly boost shopping efficiency and brand loyalty, with 97.4% of respondents noticing personalization and 56.4% finding it highly useful. However, 51% expressed concerns about data privacy. The findings highlight the need for transparency and strong data protection to maintain consumer trust. In conclusion, the study emphasizes the need for a balanced approach to AI personalization, where e-commerce platforms can leverage AI’s benefits while addressing ethical concerns and privacy issues. The research offers valuable insights for both academic and industry professionals seeking to improve customer experience through responsible AI use.
8th International Scientific Conference on Recent Advances in Information Technology, Tourism, Economics, Management and Agriculture – ITEMA 2024 – Selected Papers, Hybrid (Zayed University, Dubai, UAE), October 24, 2024
ITEMA Selected Papers published by: Association of Economists and Managers of the Balkans – Belgrade, Serbia
ITEMA conference partners: Faculty of Economics and Business, University of Maribor, Slovenia; Faculty of Organization and Informatics, University of Zagreb, Varaždin; Faculty of Geography, University of Belgrade, Serbia; Institute of Marketing, Poznan University of Economics and Business, Poland; Faculty of Agriculture, Banat’s University of Agricultural Sciences and Veterinary Medicine ”King Michael I of Romania”, Romania
ITEMA Conference 2024 Selected Papers: ISBN 978-86-80194-90-5, ISSN 2683-5991, DOI: https://doi.org/10.31410/ITEMA.S.P.2024
Creative Commons Non Commercial CC BY-NC: This article is distributed under the terms of the Creative Commons Attribution-Non-Commercial 4.0 License (https://creativecommons.org/licenses/by-nc/4.0/) which permits non-commercial use, reproduction and distribution of the work without further permission.
