ANALYSIS OF THE INFLUENCE OF AI-DRIVEN SERVICES ON CUSTOMER PERCEPTION IN THE NIGERIAN E-COMMERCE SECTOR

This study examined the influence of AI-driven services on customer perception in the Nigerian e-commerce sector. Using a survey design, data were collected from 384 respondents representing diverse customer demographics in Nigeria. The findings revealed that AI-driven personalization enhanced customer satisfaction by delivering relevant, convenient, and time-efficient shopping experiences. Similarly, AI-powered customer service tools, such as chatbots and virtual assistants, improved customer engagement through timely and effective support. Furthermore, AI technologies positively impacted trust and loyalty, although data privacy and transparency concerns remained notable barriers. The study underscored the importance of addressing digital literacy gaps, improving AI tools, and fostering trust through robust data protection measures to maximize AI's potential in Nigeria’s unique socio-economic context. These findings provided actionable recommendations for e-commerce platforms aiming to leverage AI for sustainable growth and customer retention in emerging markets