How Artificial Intelligence is Transforming Customer Experience in Online Shopping Experience

The integration of artificial intelligence (AI) into digital shopping platforms represents one of the most significant technological shifts in retail since the emergence of e-commerce itself.This paper investigates the different aspects of customer shopping journey that are getting transformed with AI, the promising technologies behind these applications and notable limitations.Drawing from recent market analyses, industry case studies, and emerging research, we investigate how AI is reshaping various aspects of the shopping experience while also considering the practical and ethical challenges that accompany this transformation.