DefinePK

Abstract

Artificial Intelligence in different aspects is among the mainstream phenomenon today. Especially the role of Artificial Intelligence in upgrading and improving the online retail sector by facilitating balanced communication is of greater significance. This research also examines the role of Artificial Intelligence in product recommendation and customer support systems. The researchers gathered a sample of n= 310 customers of the online retail sector in Pakistan. Theoretically supported by the Two-Communication communication model, this study's conceptual model is supported by the Structural Equation Modelling (SEM). Results revealed that transparency and consistency significantly affect  Artificial Intelligence, indicating both features are common in AI technology today. Further, the effect of Artificial Intelligence in the product recommendation system also remained significant. Finally, the mediating effect of Two-way Communication on the product recommendation system also remained significant, affirming the role of balanced communication in providing customers with improved online retail services. The study concluded that AI in online retail had yielded several fruitful results. On the other hand, two-communication further increases the value of online retail products and services. Consequently, these customers increase their attention and satisfaction, which is possible only when they are equally heard and provided with the best they want.