The Influence of Artificial Intelligence in Chatbots and Website Personalization on Customer Engagement with User Experience as an Intervening Variable
DOI:
https://doi.org/10.21009/ISC-BEAM.013.190Keywords:
Artificial Intelligence, Chatbot, Website Personalization, Customer Engagement.Abstract
This study examines the influence of Artificial Intelligence (AI) in chatbots and website
personalization on customer engagement, with user experience serving as a mediating
variable. The integration of AI in digital platforms has revolutionized how businesses
interact with their customers by providing more efficient and customized services.
AI-powered chatbots enable instant communication, addressing customer inquiries and
issues
promptly, while website personalization tailors content, design, and
recommendations to individual user preferences, enhancing relevance and satisfaction.
Adopting a quantitative research approach, this study evaluates the direct effects of these
AI-driven tools on customer engagement and investigates the mediating role of user
experience.
The results reveal that AI-enabled chatbots and personalized websites significantly
contribute to improved customer engagement. Additionally, user experience acts as a
critical intermediary, amplifying the effectiveness of these technologies in fostering deeper
customer connections. The study underscores the importance of seamless and intuitive user
experiences in maximizing the benefits of AI-based innovations. These findings provide
valuable insights for businesses looking to leverage AI to enhance their digital strategies,
improve customer satisfaction, and drive engagement. This research contributes to the
growing body of knowledge on AI in digital marketing and its implications for building
stronger customer relationships.
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