Charting a decade of AI in social commerce: Implications for consumer experience and satisfaction

Abstract

Generative Artificial Intelligence (Gen AI) introduces cutting-edge technologies that mimic human-like functions, fostering human traits in AI systems. By aiding in content creation and customer support, Gen AI aligns with the shift from the Industrial Revolution (IR) 4.0 to IR 5.0, emphasizing social responsibility through enhanced Human-Computer Interaction (HCI). The collaboration between human expertise and intelligent machines drives demand for personalized solutions, significantly enhancing consumer satisfaction. The transition from e-commerce to social commerce further bridges this evolution into IR 5.0, offering tailored experiences. The rise of AI-powered tools in social commerce has fueled AI-augmented social commerce, providing strategic opportunities through brand anthropomorphism, where human characteristics are attributed to AI platforms. These advancements reshape consumer perceptions and satisfaction by improving service quality, particularly for social media natives who are hyper-users of social commerce, especially in Malaysia. This study conducts a Systematic Literature Review (SLR) of research from 2015 to 2025, exploring how brand anthropomorphism in Gen AI-augmented social commerce impacts consumer satisfaction. Following the PRISMA 2020 guidelines, this review offers an in-depth analysis and provides actionable recommendations for optimizing AI-augmented social commerce.