AI and Immersive Technologies in E-commerce: A Literature Review

The changing needs of customers for a more interactive, personalized, and smooth shopping experience have changed the field of e-commerce. This has led to the use of immersive technologies like Augmented Reality (AR), Virtual Reality (VR), and Artificial Intelligence (AI), which have a great potential to enrich the consumer experience, increase efficiency, and ultimately contribute to higher sales through the integration of AI. This study aims to examine the influence of AI and immersive technologies on online shopping, integrating contemporary trends, consumer behaviors, and case studies. To achieve this, the study aims to combine theoretical and practical knowledge through the synthesis of 210 sources, later narrowed down to 89 relevant ones. The study provides a unified understanding of a previously fragmented field, creating a valuable source of knowledge for any individual seeking to advance the field of online shopping.‍‌‍‍‌