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Abstract
This study analyzes the impact of Artificial Intelligence (AI) chatbot on college students' shopping experience in e-commerce. Results show that university students in Makassar gave positive responses to the chatbot service, praising its ability to handle complex questions, provide useful solutions, offer satisfactory assistance, solve problems efficiently, and understand user needs. The chatbot was considered highly responsive and easy to use. Positive impacts on customer satisfaction, including an improved shopping experience, improved customer service, and a desire to recommend and repurchase, were seen from the high average scores. These findings highlight the importance of AI chatbots in improving customer service and customer satisfaction in the competitive e-commerce market.
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