The purpose of this study is to understand how consumers react to the use of Artificial Intelligence (AI) in e-commerce and how their behaviors are influenced by AI technologies. Using a quantitative methodology, data was collected through a structured online questionnaire, on Portuguese consumers. The study examines key constructs such as safety in AI applications, consumer engagement, consumer satisfaction, perceived value, electronic word-of-mouth, and brand loyalty. The findings suggest that feelings of safety play a pivotal role in shaping consumer engagement, consumer satisfaction and perceived value, and brand loyalty.