Evolving Artificial Intelligence in E-Marketing: A Qualitative Study from the Consumer Experience Perspective

Abstract

This article explores how artificial intelligence (AI) is transforming customer experience in the domain of e-marketing. With a focus on service quality, personalization, and perceived convenience, the paper synthesizes contemporary literature and real-world applications of AI in digital retail environments. This qualitative study investigates how AI reshapes the dynamics of customer-brand interactions, excluding discussions on privacy concerns and trust. Drawing upon scholarly and industry sources, the article presents a conceptual overview and thematic analysis to highlight the impact of AI technologies on consumer engagement, satisfaction, and loyalty.