Enhancing Retail Customer Engagement Through AI-powered Personalization

This research explores how AI-powered personalization impacts retail customer engagement. Using the Unified Theory of Acceptance and Use of Technology (UTAUT) framework, the study identifies key determinants, including transactional effectiveness, social influence, and customer disposition, that improve customer engagement. A systematic review of 28 high-quality journal articles highlights the mediating factors and provides actionable insights for retailers to enhance their strategies and customer experience.