AI-driven personalization in e-commerce: evaluating the transformative effects on consumer behavior

This paper explores the transformative effects of AI-driven personalization on consumer behavior within the e-commerce landscape. It investigates how advanced AI algorithms enhance customer engagement by delivering tailored product recommendations, improving satisfaction, and fostering loyalty. The study also examines the challenges and ethical considerations surrounding data privacy and algorithmic transparency. By providing valuable insights into AI’s role in shaping consumer preferences, this research underscores the critical importance of personalization strategies for sustaining competitive advantage in today’s digital marketplace.