The Influence of Artificial Intelligence in Chatbots and Website Personalization on Customer Engagement with User Experience as an Intervening Variable

This study examines the influence of Artificial Intelligence (AI) in chatbots and websitepersonalization on customer engagement, with user experience serving as a mediatingvariable. The integration of AI in digital platforms has revolutionized how businessesinteract with their customers by providing more efficient and customized services.AI-powered chatbots enable instant communication, addressing customer inquiries andissuespromptly, while website personalization tailors content, design, andrecommendations to individual user preferences, enhancing relevance and satisfaction.Adopting a quantitative research approach, this study evaluates the direct effects of theseAI-driven tools on customer engagement and investigates the mediating role of userexperience.The results reveal that AI-enabled chatbots and personalized websites significantlycontribute to improved customer engagement. Additionally, user experience acts as acritical intermediary, amplifying the effectiveness of these technologies in fostering deepercustomer connections. The study underscores the importance of seamless and intuitive userexperiences in maximizing the benefits of AI-based innovations. These findings providevaluable insights for businesses looking to leverage AI to enhance their digital strategies,improve customer satisfaction, and drive engagement. This research contributes to thegrowing body of knowledge on AI in digital marketing and its implications for buildingstronger customer relationships.