IMPACT OF AI-DRIVEN SEMANTIC SEARCH AND SMART CHATBOTS ON CUSTOMER EXPERIENCE IN E-COMMERCE PLATFORMS: A LITERATURE REVIEW

This literature review synthesizes findings from 30 recent scholarly publications examining the impact of artificial intelligence-driven semantic search and smart chatbots on customer experience in e-commerce platforms. The review reveals that AI-powered chatbots and intelligent search systems significantly enhance multiple dimensions of customer experience, including satisfaction, engagement, trust, personalization, and service efficiency. Quantitative evidence demonstrates substantial improvements: organizations implementing AI technologies report up to 73% increases in customer satisfaction, response time reductions from 11 minutes to 45 seconds, and service efficiency improvements of up to 20%. Key technological enablers include Natural Language Processing (NLP), Machine Learning (ML), and Retrieval-Augmented Generation (RAG) frameworks. However, the literature also identifies critical challenges including data privacy concerns, the need for human interaction, and ethical considerations in AI deployment. This review provides actionable insights for e-commerce practitioners and identifies promising directions for future research in conversational AI and semantic search technologies.