THE IMPACT OF AI OPTIMIZATION ELEMENTS ON E-COMMERCE CONSUMER ENGAGEMENT IN INDONESIA

Artificial intelligence (AI) has been shown to increase overall efficiency and customers’ online shopping experience. The aim of this research is to investigate how consumer behavior and psychological engagement in the Indonesian e-commerce industry are associated with the effectiveness of chatbots, image search results, recommendation systems, and automated after-sales services. This study examines how AI components influence customer engagement using analysis based on the Stimulus-Organism-Response (SOR) theoretical paradigm. The results show that AI elements significantly influence consumer engagement, both behaviorally and psychologically, and social consumption comparison has a moderating impact on this relationship. These findings emphasize the importance of innovation and continued investment in AI technology to increase competitiveness and meet evolving customer expectations in the Indonesian e-commerce industry.Keywords—Artificial Intelligence, E-commerce, Chatbot, Image Search, Recommendation System, Automated After-Sales Service, Consumer Engagement, Social Consumption Comparison