APPLICATION OF ARTIFICIAL INTELLIGENCE TECHNOLOGIES TO PERSONALIZE USER EXPERIENCE (UX) IN MOBILE COMMERCE

This article examines how the integration of artificial intelligence reshapes the principles of human interaction with mobile retail platforms. The research focuses on content customization tools, ranging from predictive modeling of consumer behavior to the development of flexible interface structures and advanced product suggestion systems. The study demonstrates that moving away from template-based solutions toward self-learning algorithms directly impacts audience loyalty and improves commercial performance. In addition to the technological component, the article addresses issues of digital ethics in personal data management and the behavioral shifts that occur in users influenced by individually tailored content.