The Influence of Artificial Intelligence on Consumer Trust in E-Commerce: Opportunities and Ethical Challenges
Muhammad Ariq Athallah Akbar, Ibrahim, Saif Jalal Nabil, Kazi Afsara Iqbal, A.K.M. Sadrul Islam
Abstract
This paper investigates the complex impact of Artificial Intelligence (AI) on consumer trust in e-commerce. As online shopping platforms increasingly rely on AI tools like recommendation systems, chatbots, and fraud detection, these technologies play a dual role in shaping trust. AI enhances trust through personalized user experiences and improved security but also introduces ethical challenges, including data privacy concerns, algorithmic bias, and transparency issues. This study highlights AI's ability to strengthen and undermine consumer trust by analyzing trust models and moral considerations. By identifying key trust factors, security, reliability, familiarity, and transparency and outlining corresponding ethical challenges, the paper advocates for responsible AI practices prioritizing transparency, fairness, and user privacy. Ultimately, it underscores the importance of balancing innovation with ethical integrity to maintain consumer trust in the evolving digital marketplace.