THE ROLE OF ARTIFICIAL INTELLIGENCE IN ENHANCING USER SATISFACTION

Artificial Intelligence (AI) has transformed several industries through process automation, enhanced decision-making, and experience personalisation. Because of its capacity to evaluate enormous volumes of data, businesses can develop more effective, customised solutions for customers. User satisfaction is critical to business success because it encourages customer loyalty, retention, and goodwill. The possibility that happy users would return and recommend the services to others promotes long-term growth. The study's objective is to evaluate how AI can improve user satisfaction. The study employed the structural equation model as its methodology. The study's conclusions showed that there is a significant impact of operational efficiency, personalization and customer experience, and trust and security on user satisfaction.