This paper investigates the role of AI-powered Chatbots in enhancing consumer engagement among Gen Z consumers in Vietnam’s rapidly growing e-commerce market. The purpose of this study is to explore how chatbot experiences, including accuracy, insight, and interactivity, influence perceived value and, in turn, affect purchase intentions. A quantitative survey was conducted to examine Gen Z consumers' interactions with AI chatbots in online shopping environments, focusing on their perceptions and purchase intentions. The findings reveal that experience factors positively influence both perceived utility and hedonic value, which significantly enhance purchase intentions. This research contributes to the understanding of AI's impact on e-commerce by highlighting the personalized and efficient shopping experiences that chatbots provide, particularly for Gen Z consumers. This paper explores on Gen Z's response to AI chatbot interactions, offering valuable insights for businesses looking to optimize customer engagement strategies
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