Influence of Artificial Intelligence Applications on Customer Experience in E-Commerce: Zambia Perspective

Artificial Intelligence (AI) has become a critical enabler of customer experience (CX) in e-commerce through personalization, automated customer service, predictive analytics, and intelligent search capabilities(Agrawal, 2025). Although studies from developed economies demonstrate substantial benefits of AI-driven customer engagement, empirical evidence from developing economies remains limited(Paul, 2023). This study evaluates the influence of AI applications on customer experience in Zambia's emerging e-commerce sector. Guided by the Stimulus-Organism-Response (S-O-R) framework, the study examined how AI-enabled personalization, automated customer service, and optimised search functions affect customer perceptions of personalization, convenience, trust, satisfaction, and loyalty. The study employed a quantitative descriptive-correlational design and collected data from 111 consumers and 20 e-commerce enterprises operating in Zambia. Data were analysed using descriptive statistics, reliability analysis, correlation, regression, and thematic analysis. Findings reveal that perceived personalization recorded the highest mean score (M=4.15), followed by satisfaction and loyalty (M=4.13), convenience (M=3.84), and trust (M=3.15). Regression results show that personalization (β=0.627, p<0.001) and trust (β=0.411, p<0.001) significantly predict customer satisfaction and loyalty, explaining 59% of the variance. However, infrastructural challenges, digital skills shortages, poor internet connectivity, and consumer trust concerns continue to hinder AI effectiveness. The study contributes empirical evidence from Sub-Saharan Africa and provides practical recommendations for businesses and policymakers seeking to enhance AI adoption and customer experience in digital commerce.