Abstract
This research paper explores the use of AI, specifically ChatGPT, in interactive activities within
online shopping and digital marketing. The paper examines the potential of AI-powered chatbots
to enhance customer engagement, personalization, and marketing effectiveness. Through a
literature review, case studies, and user feedback analysis, the research highlights the benefits of
AI chatbots in providing real-time assistance, personalized recommendations, and improved
customer experiences. The paper also addresses ethical and privacy concerns associated with AI
implementation and discusses future research directions. The findings are expected to suggest
that AI-powered chatbots have the potential to revolutionize online shopping and digital
marketing by offering enhanced customer engagement, optimizing marketing strategies, and
addressing customer needs. E-commerce preferences of human-mediated services to technologymediated
ones regarding the application of AI in frontline services will be examined.
Included in
Advertising and Promotion Management Commons, Arts Management Commons, Business and Corporate Communications Commons, Communication Commons, E-Commerce Commons, Fashion Business Commons, Marketing Commons, Operations and Supply Chain Management Commons, Other Business Commons, Sales and Merchandising Commons