Social media has become a part of people's everyday life in this age of increasing Internet use.

Social
media users are expected to reach over 3.43 billion by 2023, accounting for approximately one-third of
the world's population, according to current estimates (chen at al 2021). Streaming services are
becoming increasingly popular among people, and they are increasingly being viewed as a viable
entertainment alternative to the traditional model of broadcasting services, owing to their exclusivity, as
well as the higher quality and greater variety of content available through them.

Live-streaming shopping, a new type of social commerce that has lately been incorporated into social
business and media platforms like as Taobao and Facebook, is becoming more popular. Sellers may
utilize real-time video to showcase their goods and connect with prospective customers via the live-
streaming shopping feature of the site (Sun et al., 2020). Consumers may also voice their views and
submit their remarks in real time via the use of social media platforms. Online commerce that includes
real-time social interaction (such as live video and text-based chat channels) is referred to as live
streaming commerce (also known as real-time social commerce) (wongkitrungrueng 2020). According to
reports, small merchants are using live streaming to establish a more personal connection with
consumers from the social commerce diaspora. Furthermore, the information gained from the more in-
depth interaction was beneficial in assisting customers in making a purchase choice (Xia Wang et al.,
2012; ho & rajadurani 2020). Customers may see the seller's facial expressions and interactions with a
product in real time, even though they are physically distant from one another. This is known as live
streaming. Customers are able to see a seller's vocal and nonverbal behaviors, as well as his or her
identification, which gives the impression of direct, synchronous contact (Bründl et al., 2017).

In the business world, there are many venues where online media may be used to substitute live
streaming; the conversion cost for users of live streaming platforms is cheap; and it is becoming more
difficult for broadcasters to keep consumers (Apiradee & Nuttapol, 2018).

A recent study by Kang et al., (2021) found that almost all prior papers on live streaming commerce had
concentrated on motives and values from a human viewpoint, with just a few research having focused
on the technological aspects of the platforms. Cai and when (2019). Some research has concentrated on
technical issues related to live streaming systems, while other research has focused on user-generated
content, streamers' motivations, and viewers' motivations. Some research has also concentrated on
specific platforms, such as YouTube Live and Periscope, while other research has focused on general
topics. Customers' motives in live streaming based on satisfaction theory, technological-related
incentives, or customers' behavior in live streaming, such as buying, engaging, and recommending, have
all been the subject of previous research, which have included (Cai et al., 2018; Wang and Wu, 2019).

Existing research is inadequate in explaining addiction to live streaming services; as a result, we believe
that the current study fills a gap in the literature. Currently available research emphasizes the
significance of live streaming commerce and the use of new technologies to provide customers with a
greater feeling of presence to activate their purchasing inclinations.

Pantano and Pizzi are a pair of Italian architects (2020) Artificial intelligence (AI) is a technology that is
becoming more popular today. Chuprina is a slang term for a woman who wears a hat (2021) According
to CB Insights, between 2013 and 2018, artificial intelligence companies raised $1.8 billion in 374
transactions totaling $1.8 billion. Liu and Murphy (2020) also examine how technology has changed
society and how it has impacted both companies and people's day-to-day lives (Liu & Murphy, 2020).
Because of its fast advances over the past decade, artificial intelligence (AI) has become a disruptive
breakthrough that has given impetus for digital transformation in the industrial sector (Duan et al.,
2019) Retailers that use artificial intelligence have already seen a 50 percent improvement in assortment
efficiency, a 20 percent decrease in stock, and a 30 percent rise in online sales after using the technology
(Bughin et al., 2017). Pillai and colleagues (2020) According to the IBM Report (2017) on smart shopping,
91 percent of retail executives believe that artificial intelligence will play a disruptive role in the retail
industry, and 45 percent of consumers desire AI-based online purchasing choices and suggestions in
physical retailing environments. By 2023, it is projected that worldwide expenditure by retailers on
artificial intelligence services would double, reaching $12 billion, and that over 325000 shops will
embrace AI technology (Maynard, 2019).

Currently, there is a vacuum in the body of literature that has gone unexplored on how artificial
intelligence (AI) application humanness impacts user experience and how to utilize AI applications in the
service context. As a result, the purpose of this study is to examine how the integration of artificial
intelligence (AI) into shopping may result in a better AI-enabled consumer experience.

Kang, K., Lu, J., Guo, L., & Li, W. (2021). The dynamic effect of interactivity on customer engagement
behavior through tie strength: Evidence from live streaming commerce platforms. International Journal of
Information Management, 56, 102251.

Ho, R. C., & Rajadurai, K. G. (2020). Live streaming meets online shopping in the connected world:
interactive social video in online marketplace. In Strategies and tools for managing connected
consumers (pp. 130-142). IGI Global.

Apiradee, W., & Nuttapol, A. (2018). The role of live streaming in building consumer trust and
engagement with social commerce selle
Chen, W. K., Chen, L. S., & Pan, Y. T. (2021). A text mining-based framework to discover the important
factors in text reviews for predicting the views of live streaming. Applied Soft Computing, 111, 107704.

Wongkitrungrueng, A., Dehouche, N., & Assarut, N. (2020). Live streaming commerce from the sellers’
perspective: implications for online relationship marketing. Journal of Marketing Management, 36(5-6),
488-518.

Sun, Y., Shao, X., Li, X., Guo, Y., & Nie, K. (2020). A 2020 perspective on “How live streaming influences
purchase intentions in social commerce: An IT affordance perspective”. Electronic Commerce Research
and Applications, 40, 100958.

Cai, J., & Wohn, D. Y. (2019, January). Live streaming commerce: Uses and gratifications approach to
understanding consumers’ motivations. In T. X. Bui (Ed.), Proceedings of the 52nd Annual Hawaii
International Conference on System
Bründl, S., Matt, C., & Hess, T. (2017). Consumer use of social live streaming services: The influence of
co-experience and effectance on enjoyment. In Proceedings of the 25th European Conference on
Information Systems (ECIS), Guimarães, Portugal, June 5-10, 2017 (pp. 1775–1791).