The Use of Artificial Intelligence to Personalize the Search for Products in Online Stores

The rapid development of e-commerce and the increase in online sales determine the relevance of research on innovative methods of personalization of product search in online stores.The purpose of this study is to analyze and systematize approaches to the use of artificial intelligence (AI) technologies to optimize search engines in online retail.There are contradictions in the scientific community regarding the effectiveness of various AI methods in the context of e-commerce, as well as the ethical aspects of using personal data for individualization.It is concluded that the integration of neural networks, natural language processing methods, and computer vision into online store search engines can significantly increase the relevance of results and improve user experience.However, the need to develop transparent algorithms, and ensure a balance between personalization and confidentiality is emphasized.The novelty is the formulation of the author's vision of the algorithm for integrating modern deep learning methods within the framework of the use of artificial intelligence to personalize the search for goods in online stores.The article is of interest to experts in the field of e-commerce, developers of AI systems, as well as researchers dealing with the digital economy, and consumer behavior in the online environment.