Artificial Intelligence–Driven Personalization in E-Commerce Platforms: Transforming Customer Experience and Purchase Decisions
Keywords:
Artificial Intelligence, E-commerce Personalization, Customer Data Analytics, Predictive Analytics, Customer Engagement, Data PrivacyAbstract
The rapid advancement of artificial intelligence (AI) has transformed modern e-commerce platforms by enabling highly personalized user experiences. AI-driven personalization leverages customer data—such as browsing behavior, purchase history, preferences, and real-time interactions—to deliver tailored product recommendations, dynamic pricing, targeted marketing, and customized user interfaces. These intelligent systems enhance customer engagement, improve conversion rates, and strengthen brand loyalty by anticipating user needs and presenting relevant content at the optimal moment. Furthermore, AI algorithms help e-commerce businesses optimize inventory, forecasting, and customer service through predictive analytics and automated decision-making. Despite these benefits, challenges remain regarding data privacy, algorithmic transparency, and ethical use of customer information. Overall, the integration of AI personalization within e-commerce platforms represents a significant step toward more intuitive, efficient, and customer-centric digital retail ecosystems.
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