AIS IMPACT ON PERSONALIZING E-COMMERCE EXPERIENCES

The incorporation of Artificial Intelligence (AI) in e-commerce has transformed customer experiences by enabling highly personalized interactions. This paper explores how AI-driven technologies, including machine learning, natural language processing (NLP), and recommendation systems, enhance personalization in online retail. Through case studies and industry examples, we analyze how AI improves customer satisfaction, increases sales, and optimizes user engagement. Additionally, we discuss the challenges and ethical considerations associated with AI implementation in e-commerce, including AI-driven price discrimination, consent in data collection, and the environmental impact of AI computations.