THE ROLE OF AI AND MACHINE LEARNING IN PERSONALIZING CUSTOMER ERIENCES (KEY IJP************677)

• Dr.b. Venkateshwara Prasad, Dr.b. Venkateshwara Prasad

Abstract

Artificial Intelligence (AI) and Machine Learning (ML) are reshaping the e-commerce sector by allowing platforms to provide highly tailored customer experiences. These advancements are changing how businesses comprehend, interact with, and retain their clientele. This paper conducts a case study analysis of prominent e-commerce platforms like Amazon, Alibaba, and Shopify, focusing on applying AI-driven toolssuch as recommendation systems, chatbots, and dynamic pricing strategiesto improve personalization. The research highlights the advantages of AI and ML in e-commerce, which include enhanced customer satisfaction, increased conversion rates, and greater customer loyalty. Additionally, it addresses challenges such as data privacy issues, algorithmic bias, and ethical dilemmas. The paper concludes by discussing potential developments in AI-enhanced personalization within the e-commerce industry.