Online consumers co-create value by leaving a long digital trail of their transaction, preferential and behavioral data. Firms collect individual consumer data based on what an internet user view, compare, read, purchase on e-commerce websites, and post on social media. Firms process these large volumes of data comprising customer transactions, customer attributes, and preferences, information from social media or data brokers through Artificial Intelligence (AI) to segment and target customers in real-time (Davenport et al., 2020). AI plays a significant role in e-commerce firms in predicting what customers want to buy, at what price, and what price promotion must be offered based on the value (data) co-created by consumers (Shankar, 2018). On every visit to the e-commerce platform, a consumer share data that is crucial for the firm to create value. Firms implement AI techniques, only with the data created by customer’s (Davenport et al., 2020).