Adoption of AI in Online Shopping: The Interplay Between User Experience and Ethical Concerns

The integration of Artificial Intelligence (AI) into E-commerce has transformed consumer behavior by providing highly personalized and efficient digital shopping experiences. Technologies like decision support systems, chatbots, and subject evaluation utilize big data and machine learning to increase user engagement and Boost productivity. These innovations offer personalized suggestions and customer support, optimizing decision-making and boosting user satisfaction. However, trust, transparency, and privacy concerns present significant challenges to the widespread Broad implementation of AI in E-commerce. This study employed a quantitative descriptive methodology, analyzing data from 158 respondents using Frameworks like (UTAUT), (TAM), (TPD), (VAM), to provide valuable insights. These findings reveal that factors such as perceived usefulness, ease of use, and social influence drive consumer acceptance, while ethical and trust-related concerns remain critical barriers. Addressing these issues is essential for fostering sustainable and ethical AI adoption, ensuring its effective integration in E-commerce