Artificial intelligence (AI) by delivering individualised customer experiences, have fundamentally changed the online retail scene. This study explores the antecedents to AI marketing technology with reference to online shopping and studies its impact on customer purchase intention. This study divides the AI technology experienced by customers of online shopping platform into five dimensions namely accuracy, insight, interactivity experience, perceived utility value and hedonic value based on exploratory factor analysis. A conceptual framework for experience of AI marketing technology on customer purchase intention is framed. The results of this study will provide a reference for AI technology to promote sustainable development in the application of online consumers’ purchase intention