TITLE:
The Use of AI-Driven Personalization for Enhancing the Customer Experience for Gen-Z
AUTHORS:
Hasini Chandrakumar
KEYWORDS:
AI Personalization, Generation Z, E-Commerce, AI Ethics
JOURNAL NAME:
Open Journal of Business and Management,
Vol.12 No.6,
November
29,
2024
ABSTRACT: AI-Driven Personalization has significantly revolutionized the e-commerce industry by providing custom consumer experiences through machine learning algorithms that collect data. As both AI and e-commerce continue to progress, it is crucial to understand how Gen-Z, 40% of the consumer market, interacts with these novel AI features. Through a quantitative survey of 101 participants, this study provides market research information about Gen-Z from around the world and of all different ages. Additionally, this analysis aims to highlight Gen-Z’s preferred AI features, understand AI-Driven Personalization’s influence on Gen-Z brand image, and explore Gen-Z perspectives on AI ethics. Findings indicate that personalized experiences significantly enhance customer satisfaction and increase purchase decisions, with 54.4% of respondents preferring personalized recommendations. Additionally, Gen-Z expresses a strong preference for virtual try-ons, but only 6% frequently engage with this tool, emphasizing a need for more of this new feature. Furthermore, 88% of participants advocated for stricter regulations on AI-driven Personalization. This research contributes to the countless e-commerce businesses around the world and provides insight on Gen-Z perspectives to new AI technology.