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The Impact of Artificial Intelligence on Customer Experience in E-Commerce Platforms: Evidence from Generation Z in an Emerging Market

In: Proceedings of the International Conference on Artificial Intelligence Applications in Business Administration in MENA Region (ICAIABA 2026)

Author

Listed:
  • Kadri Djamila

    (Abu Bekr Belkaid university, Business Management and Social Capital Laboratory)

  • Bereksi Reguig Mehdi

    (Abu Bekr Belkaid university, Business Management and Social Capital Laboratory)

  • Laredj Medjahed Safa

    (Abu Bekr Belkaid university, Laboratory of Evaluation of the Politics Economics of Algeria)

Abstract

Artificial intelligence (AI) has become a key driver of digital transformation in e-commerce platforms, profoundly reshaping consumer–platform interactions. This study examines the impact of AI on customer experience within e-commerce platforms, with a specific focus on Generation Z e-consumers in an emerging market context. Generation Z represents a digitally native cohort characterized by intensive use of online platforms and heightened expectations regarding personalization, interactivity, and usability. Using a quantitative approach, data were collected from 190 Generation Z e-consumers through a structured questionnaire. Reliability and validity tests, followed by linear regression analyses, were conducted to test the research hypotheses.

Suggested Citation

  • Kadri Djamila & Bereksi Reguig Mehdi & Laredj Medjahed Safa, 2026. "The Impact of Artificial Intelligence on Customer Experience in E-Commerce Platforms: Evidence from Generation Z in an Emerging Market," Advances in Economics, Business and Management Research, in: Djouhara Agti & Salim Bitam & Fateh Debla & Reguia Cherroun (ed.), Proceedings of the International Conference on Artificial Intelligence Applications in Business Administration in MENA Region (ICAIABA 2026), pages 205-215, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6239-711-8_20
    DOI: 10.2991/978-94-6239-711-8_20
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