The Impact of AI Implementation on Fashion Product Purchasing Experience through Shopee

Technological advancements in e-commerce have encouraged Shopee to implement Artificial Intelligence (AI) and Augmented Reality (AR)-based technologies to bridge the gap between online and offline shopping experiences. Problems suchas the lack of direct product interaction, uncertainty in product quality, and the inability to accurately predict customer needsmake the adoption of technology in commerce necessary. This study aims to examine how technologies such as Chatbot (CB),System Recommendation (SR), and Virtual Try-on Tools affect consumer intention to make a purchase through customerexperience on the Shopee platform in Indonesia. A total of 240 data were collected through questionnaires and wereGeneration Z residents of the Greater Jakarta area. The data obtained were then analyzed using a quantitative approach andpurposive sampling technique using SmartPLS 4.0. The results of the study show that Chatbot significantly affects customerexperience and purchase intention. However, the recommendation system only affects customer experience, and the Virtual Try-on feature does not significantly affect customer experience or purchase intention. This study uses the Stimulus–Organism–Response (S-O-R) Model which states that technology acts as a stimulus to influence user experience andcustomer behavior in the form of purchase intention and in. This is also supported by the Technology Acceptance Model (TAM)framework and Unified Theory of Acceptance and Use of Technology (UTAUT) which explains how the aspects of ease and usefulness drive technology acceptance by users.