This research aims to investigate the mediating role of AI-powered assistance in the relationship between consumer attention, comprehension, acceptance, and purchase intention on e-commerce platforms. By exploring how AI technologies influence consumer behavior, this study seeks to provide a comprehensive understanding of the mechanisms through which AI-driven features enhance the online shopping experience and impact purchasing decisions. The findings will contribute to the growing body of knowledge on AI integration in e-commerce, offering practical insights for online retailers to optimize their use of AI technologies to drive consumer engagement and increase sales. Key areas of focus include the credibility of information sources, the nature of message content, and user characteristics, all of which play critical roles in shaping consumer behavior. This research employs a conceptual model integrating theories from consumer psychology, marketing, and artificial intelligence to analyze and optimize the online shopping experience.