THE ROLE OF AI IN ENHANCING PERSONALIZATION IN ECOMMERCE: A STUDY ON CUSTOMER ENGAGEMENT AND SATISFACTION

Abstract

The increasing use of artificial intelligence (AI) in e-commerce has revolutionized how businesses personalize customer experiences, driving engagement and satisfaction. This study investigates the role of AI-driven personalization in enhancing customer engagement and satisfaction, focusing on recommendation systems, dynamic content personalization, and real-time user interactions. Leveraging AI algorithms, e-commerce platforms can analyze extensive customer data—such as browsing behavior, purchase history, and preferences—to create tailored shopping experiences. The study explores the effectiveness of these AI-powered personalization techniques in fostering deeper customer connections, improving retention, and ultimately increasing conversion rates. Through a mixed methods approach, combining surveys and data analysis, we assess customer perceptions of AI-driven personalization and its impact on their engagement and satisfaction levels. The findings highlight how AI can be a critical tool for e-commerce businesses seeking to enhance user experiences and customer loyalty, offering strategic insights for integrating AI technologies effectively in online retail. This research provides a foundation for future studies on AI's expanding role in personalizing digital interactions and driving sustainable growth in e-commerce.