Impact of Artificial Intelligence on Online Sales

With the rapid advancement of technology, Artificial Intelligence (AI) has become a transformative force in online commerce, reshaping the relationship between consumers and digital platforms. This study investigates the impact of AI on online sales performance, emphasizing consumer and business perceptions in Kosovo. A quantitative methodology was applied, using a structured Likert-scale questionnaire distributed to 200 randomly selected respondents, including both active online shoppers and digital business representatives. Statistical analyses revealed a significant positive relationship between the use of AI tools and the effectiveness of online sales. Key findings indicate that AI contributes substantially to offer personalization, customer interaction, and loyalty development. Users who experience higher levels of personalization report greater satisfaction and trust in online platforms. The study concludes that AI has a direct and measurable impact on improving online sales performance by enhancing both user experience and business strategy. These insights provide a theoretical and practical foundation for the further development of digital platforms seeking to maximize efficiency and customer engagement.