Application, Challenges and Governance Paths of Artificial Intelligence in Personalized Recommendations in E-Commerce

在数字化时代，人工智能驱动的个性化推荐系统已成为电子商务生态的核心引擎，通过精准匹配供需关系显著提升商业效率。本文系统探讨人工智能在推荐系统中的技术应用、挑战及治理路径。研究显示，人工智能等计算机技术通过用户画像的动态构建与行为预测，实现了对用户的精准推送，以此大幅增强了用户的参与度与购买意愿。然而，技术跃进伴随深刻的伦理风险。数据隐私边界的消解、算法偏见对公平性的侵蚀等问题，均暴露了技术理性对人性尊严与社会公平的威胁。对此，本文提出“技术创新–制度约束–公众参与”协同治理框架。强调以“人的主体性”为核心重构智能商业生态，在技术创新中注入伦理自觉，最终实现从“流量攫取”向“价值共创”的范式转型。 In the digital age, AI-powered personalized recommendation systems have become the core engine of the e-commerce ecosystem, significantly enhancing business efficiency by precisely matching supply and demand. This paper systematically explores the technical applications, challenges, and governance pathways of artificial intelligence in recommendation systems. Research indicates that computer technologies, such as AI, achieve precise user targeting through the dynamic construction of user profiles and behavioral prediction, thereby substantially enhancing user engagement and purchase intention. However, technological leaps forward are accompanied by profound ethical risks. Issues such as the erosion of data privacy boundaries and the undermining of fairness by algorithmic biases expose threats posed by technological rationality to human dignity and social equity. In response, this paper proposes a collaborative governance framework integrating “technological innovation-institutional constraints-public participation.” It emphasizes reconstructing the intelligent business ecosystem around the core principle of “human agency,” infusing technological innovation with ethical awareness, and ultimately realizing a paradigm shift from “traffic extraction” to “value co-creation.”