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customers and stimulate purchasing behavior. In other words, it is a business model
combining emotional experiences with commercial goals, where consumers not only seek
products but also participate in interacting with and enjoying content.
A report by TikTok and BCG (2022) defines Shoppertainment as a content-driven
commerce format, in which entertainment and education are prioritized before leading
viewers to purchasing behaviors. This model deeply exploits user psychological behavior,
turning consumption into a highly interactive, socially-driven experience continually
innovated by technological platforms.
From a consumer behavior perspective, Shoppertainment is not merely a goods
distribution channel but a space where consumers can be entertained while making
emotional purchasing decisions. Escalating experiential demands mean consumers expect
more than just price and quality; they seek connection, joy, and personalization in every
transaction. Therefore, Shoppertainment is considered an emotionally rich marketing
strategy that drives shopping behavior through multidimensional interactive experiences.
In summary, Shoppertainment can be defined as an integrated commercial strategy
where entertaining elements (videos, livestreams, gamification) serve as the primary
medium to attract, engage, and accelerate consumer shopping behavior in a digital
environment, transforming transactions into emotional experiences.
2.3. Artificial intelligence (AI) in digital customer experience management
In the digital economy era, Artificial Intelligence (AI) in Digital Customer Experience
Management has evolved into a cognitive ecosystem. AI applies smart algorithms to
analyze user behavior in real-time, thereby creating a seamless shopping journey and
optimizing Customer Lifetime Value (CLV).
AI's intervention in customer experience management on e-commerce platforms
like Shopee is deployed through three core technological mechanisms:
First, Big Data analytics toward hyper-personalization. AI processes billions of data
touchpoints to help businesses shift from mass marketing to a segment-of-one approach.
Algorithms continuously self-learn to forecast needs, thereby automatically adjusting
product recommendation engines and personalizing Gamification mechanisms to match
individual consumer behaviors.
Second, Natural Language Processing (NLP) and sentiment analysis. Integrating NLP
enables Virtual Assistants to decode buyers' linguistic nuances. Specifically, through
sentiment analysis, AI can scan thousands of comments during Livestreams to "read" the
psychological state of the crowd, helping administrators promptly steer interactive scripts
and turn pain points into conversion opportunities.
Third, Computer Vision and the recreation of authentic experiences. AI overcomes
the barrier of physical experience deficiency in e-commerce through visual search and
Augmented Reality (AR), helping to minimize perceived risks. Simultaneously, Computer
Vision acts as an automated filter, scanning and removing deceptive video streams,
protecting transparency, and reinforcing the trust barrier for the platform.
In conclusion, within the Shoppertainment ecosystem, AI acts as the central brain.
Through deep insights and instant responses, AI helps transform raw data into powerful
emotional stimuli, maintaining the flow state and optimally accelerating the shopping
behavior conversion process.

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