Imamovic, IrmaCoelho, Maria Carolina Cordeiro Dias2024-07-252024-07-252024-07-09http://hdl.handle.net/10400.26/51357This study examines the evolving beauty industry that is being transformed by technology. Studies across different technologies examine how personalized AI (AI) shapes customer experience, satisfaction, and loyalty in online beauty shopping. The study highlights the importance of understanding and meeting customer preferences in a fast-paced digital environment revealing valuable insights by analysing the factors affecting customer satisfaction and loyalty, highlighting the crucial role of personal experiences and the importance of trust in this transformative industry. This study, based on a qualitative approach, utilizes in-depth interviews with 10 Portuguese female online buyers between 18-30 years to understand how AI-driven customization improves satisfaction and loyalty among online shoppers in the beauty industry. It examines how AI-based recommendations and interactions affect satisfaction at every stage of the online shopping experience, leading to their loyalty to the brand. The survey findings will provide important guidance for beauty brands, highlighting the critical need to adapt to technological advances, thrive in the current digital landscape, and meet the evolving digital aspirations of consumers emphasizing the role of AI.engAIPersonalizationVirtual try-onChatbotsLoyaltySatisfactionmaster thesis203662407