The Influence of Artificial Intelligence on Customer Service Automation in E-Commerce in Rwanda

Purpose: To aim of the study was to analyze the influence of artificial intelligence on customer service automation in e-commerce in Rwanda. Methodology: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries. Findings: The influence of Artificial Intelligence (AI) on customer service automation in e-commerce has been transformative, enhancing efficiency, personalization, and customer engagement. Studies show that AI-powered chatbots and virtual assistants have reduced response times by 40% and lowered operational costs by 20-30% while improving customer satisfaction. AI-driven Customer Relationship Management (CRM) systems have boosted repeat purchases by 20% and increased engagement by 35% through personalized recommendations. However, challenges persist, including lack of emotional intelligence, trust issues, and transparency concerns, with 47% of customers expressing distrust in AI interactions due to impersonal and robotic responses. SMEs struggle with Unique Contribution to Theory, Practice and Policy: Technology acceptance model (TAM), service quality (SERVQUAL) model & unified theory of acceptance and use of technology (UTAUT) may be used to anchor future studies on the influence of artificial intelligence on customer service automation in e-commerce in Rwanda. E-commerce businesses should invest in AI algorithms that leverage customer purchase history, browsing behavior, and real-time preferences to provide context-aware and hyper-personalized responses. Governments and regulatory bodies should develop ethical guidelines to govern the use of AI in customer service.