The engagement between customers and brands is being transformed by artificial intelligence (AI). However, there has been little study into AI-powered customer experiences; hence, this research aims to examine how the incorporation of AI in purchasing might result in a better AI-powered customer experience. This research will develop a conceptual model based on the service quality model and trust-commitment theory. Further to this, an online questionnaire was distributed to individuals who had utilised an AI-powered service provided by a particular brand, and consequently, a total of 354 responses were analysed using Structural Equation Modelling (SEM). The results that were deduced from the responses demonstrated that relationship commitment has begun to substantially impact AI-powered customer experiences. In addition to this, the results also revealed that perceived sacrifice and trust both play an important role in mediating the impacts of perceived convenience, personalisation, and AI-powered service quality. This finding contributes to the previous literature by highlighting the mediating impacts of perceived sacrifice and trust, as well as the significant influence of relationship commitment on AI-powered customer experience. Furthermore, the research poses significant implications for merchants who use AI in services provided to their customers.

Social media influencers have proved to be a major influence on customers’ purchasing decisions, especially with the increased usage of social media platforms. Social media influencers provide many opportunities for companies to increase their customer base and sales, and to enhance the attitude towards a brand. Despite the advantages of utilizing social media influencers, there are factors that social influencers need to take into consideration in order to engage customers and influence their decisions to purchase. The purpose of this study is to examine the factors that influence customers’ intention to purchase based on social media influencers. An online questionnaire was used to collect data from 439 Instagram platform users. A partial least square-SEM (PLS-SEM) approach was used to analyze and examine the proposed model. The results indicate that all constructs, namely Information Quality (IQ), Trustworthiness (TRU), Attractiveness (ATT), Meaning Transfer (TRA) and Expertise (EXP) significantly influence customers’ purchase intentions. This finding could provide insights for companies’ decision-makers when it comes to promoting their brands and increasing their sales. In addition, it could provide insights for social media influencers in terms of recognizing the important factors that encourage customers to engage and purchase.