The Role of Artificial Intelligence in Elevating Customer Experience in Indian E-Commerce: A Human-Centered Perspective

Indian e-commerce has undergone a rapid evolution in recent years, bringing with it both enormous opportunities and fresh challenges. One of the standout changes is the arrival of artificial intelligence (AI), which now touches nearly every aspect of online shopping. This paper explores, from the standpoint of everyday online shoppers and retail workers in India, how AI is changing the digital shopping landscape. Through stories, consumer feedback, and real-life examples from Indian e-commerce, the paper aims to share what works, what feels impersonal, and how AI can ultimately enhance—not replace—the human touch in online retail. The rapid evolution of Artificial Intelligence (AI) has transformed the Indian e-commerce landscape, enabling platforms to deliver personalized, efficient, and seamless experiences. This study examines how AI enhances customer satisfaction while retaining a human-centered approach. It analyzes AI-driven tools like chatbots, recommendation systems, voice assistants, and image-based search to understand their effect on customer behavior and perception. Drawing on qualitative insights and real-life customer experiences, the study also highlights the enduring need for human interaction in digital spaces. The paper concludes with a discussion on challenges, ethical concerns, and future hopes for AI integration in Indian e-commerce.