Purpose The study applied the stimulus–organism–response (S–O–R) framework to investigate the influence of flow elements (e.g. perceived control, concentration and cognitive enjoyment) on artificial intelligence (AI)-enabled e-tail services in evoking awe experience in online fashion apparel context. Design/methodology/approach Data of 739 active users of online fashion retail shoppers were collected using Amazon Mechanical Turk (MTurk). Partial least square-structural equation modeling was used for analysis. Findings This study suggested the relevance of AI-enabled services in evoking flow and stimulating the customers' awe experience in online fashion shopping. Practical implications The use of AI could help online fashion retailers to improve the experiential elements by using stimuli that evoke feelings of vastness, novelty and mysticism. Originality/value The study offers insights about the relevance and applicability of AI in enhancing the flow elements and awe experience on online fashion apparel shopping in an emerging economy.
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