perceived personalization
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Comparative Analysis of AI-Enabled Conversational Agents and Recommendation Systems for Real-Time Customer Engagement in E-Retailing
Abstract: The rapid deployment of artificial intelligence (AI) in e-retailing has revolutionized the way companies interact with customers in real time. Conversational agents and recommendation engines are two of the most popular AI techniques used to influence customer engagement, while empirical knowledge on the relative effectiveness of these approaches is rare. To bridge this gap, the current research examines and compares the impact of AI-driven conversational agents to that of AI-oriented …
Published in E-Commerce for Future & Trends · Vol. 13, Issue 2, 2026 · pp. 15–32 Read article