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All Journal HAYATI Journal of Biosciences Jurnal Riset Mahasiswa Manajemen (JRMM) International Journal of Business, Law, and Education Jurnal Multidisiplin West Science The Eastasouth Management and Business Jurnal Pengabdian Kolaborasi dan Inovasi IPTEKS West Science Business and Management West Science Social and Humanities Studies Journal of Managerial Sciences and Studies Pengabdian Pendidikan Indonesia (PPI) Management Studies and Business Journal Jurnal Manejemen, Akuntansi dan Pendidikan (JAMAPEDIK) Casuarina: Environmental Engineering Journal Jurnal Pengabdian dan Inovasi Masyarakat
Suroso, Adi
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Journal : Management Studies and Business Journal

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THE IMPACT OF AI DRIVEN PERSONALIZATION ON CUSTOMER ENGAGEMENT AND LOYALTY Gunawan, Hendra; Suroso, Adi
Management Studies and Business Journal (PRODUCTIVITY) Vol. 2 No. 4 (2025): Management Studies and Business Journal (PRODUCTIVITY)
Publisher : Penelitian dan Pengembangan Ilmu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62207/zk1ys496

Abstract

The rapid growth of the global e-commerce industry, which is expected to reach USD 5.8 trillion by 2023, is driving companies to adopt artificial intelligence (AI)-based personalization to enhance customer experience. Leveraging big data, machine learning, and natural language processing (NLP), AI personalization enables real-time, tailored interactions that have been shown to increase conversions by up to 30% and customer loyalty by up to 84%. However, issues such as data privacy concerns, algorithmic bias, and digital fatigue due to over-personalization are major challenges. This study conducts a narrative review of the impact of AI-based personalization on customer engagement and loyalty in the e-commerce context. The study integrates multidisciplinary perspectives from marketing, information technology, and consumer psychology, and synthesizes selected literature (2015–2025) from Scopus, Web of Science, and Google Scholar databases. The findings suggest that AI personalization enhances customer engagement through recommendation systems, NLP-based chatbots, and predictive analytics, which ultimately drives loyalty. Trust and perceived content relevance act as key mediators in the relationship, while privacy concerns and information fatigue may decrease its effectiveness. This study contributes to the development of a theoretical framework on the AI–engagement–loyalty relationship and provides practical guidance for industry players to design more ethical, transparent, and sustainable personalization strategies.
Co-Authors Alamsyah, Putra Jaya Alfiana Alfiana Anantadjaya, Samuel PD Andriya Risdwiyanto Aprilia, Hesti Dwi Aurelia Mahjudin, Naurah Dama, Desi Putri Dianawati Suryaningtyas Fahlevy, Karizma Fkun, Egidius Haeranah, Haeranah HENDRA GUNAWAN B11211055 Ika Pratiwi, Yeni Ilham, Rachmad Iqbal Havis, Muchammad Judijanto, Loso Kaessari Magenta, Rias Kharistanto, Robertus Tegar Kurnia Kogoya, Dan Kristiawati, Indriana Mahjudin . Mahjudin Mahjudin Maimon Sumo Nauval, Rahmat Nawangwulan, Irma M Nurhasanah, Dila Padila P. H. Simanjuntak, Charles Purnamasari, Eva Rhosita, Dian Kusuma Rina Destiana Rizani , Ahmad Rusno Sari, Tri Agriana Sedyastuti, Kristina Sembiring, Agustinus Seram, Florensius Setiadi, Bekti tabuni, yoten Ummul Khair Windayanti, Windayanti Yusmaniarti