Citation:

Aji Yudha "Artificial Intelligence and Personalization in E-commerce: A Systematic Review of Emerald Journal Publications (2015–2026)" International Research Journal of Economics and Management Studies, Vol. 5, No. 9, pp. 65-73, 2026. Crossref. https://doi.org/10.56472/25835238/IRJEMS-V5I9P106

Abstract:

This systematic literature review (SLR) examines the landscape of research on artificial intelligence (AI) and personalization in e-commerce published in Emerald journals between 2015 and 2026. Following a structured PRISMA-informed screening protocol, twenty-six peer-reviewed articles were selected and analyzed across four core thematic areas: (1) AI-enabled personalization along the customer journey; (2) AI chatbots and virtual assistants in customer service experience; (3) privacy concerns and consumer resistance to AI recommender systems; and (4) AI-driven customer value, trust, and well-being. The findings reveal that AI personalization has evolved from static algorithmic recommendations to dynamic, context-aware, journey-stage-specific interventions that co-create multiple forms of customer value. However, growing consumer privacy concerns, particularly perceived surveillance, identity theft risk, and unauthorized data use, create significant resistance barriers. AI chatbots demonstrate dual effects on customer experience, simultaneously reducing friction and increasing frustration when poorly calibrated, whereas AI voice assistants have emerged as the next frontier. The review identifies four principal research gaps: the absence of cross-cultural longitudinal studies, limited research on generative AI in retail, insufficient attention to ethical governance frameworks, and the understudied dark side of AI personalization.

References:

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Keywords:

Artificial Intelligence, Personalization, E-commerce, Recommender Systems, Chatbot, Voice Assistant, Privacy Paradox, Customer Experience, Systematic Literature Review.