This study examines the impact of value co-creation (VCC) and experiential value on consumer purchase intention in e-commerce environments driven by Virtual Shopping Assistants (VSAs). As AI-powered assistants increasingly shape the online shopping experience, understanding their influence on consumer behavior has become critical for e-commerce platforms. This research explores how co-creation value, through consumer participation, enhances the experiential value of interactions with VSAs, and in turn, how these factors impact purchase intention. A survey was conducted with 305 online shoppers who have interacted with VSAs, and data was analyzed using structural equation modeling (SEM). The findings suggest that co-creation value significantly enhances experiential value, but it does not directly influence purchase intention. Similarly, while experiential value positively affects user satisfaction and engagement, it does not lead to a significant increase in purchase intention. These results challenge the assumption that a positive user experience always translates into increased sales, suggesting that other factors—such as product quality, price, and external influences—may also play a crucial role in shaping purchase decisions. This study contributes to the growing body of literature on AI-driven e-commerce by highlighting the complexities in consumer behavior and offering actionable insights for enhancing the design of VSAs to improve user engagement, satisfaction, and ultimately, conversion rates.