JJEM: Special Edition 4 (May 2025)
JJEM: Special Edition 4 (May 2025)
2025-05-31
Transforming E-Commerce with AI: A New Era of Personalization and Customer Engagement
Hamsalekha S
Artificial Intelligence (AI) is poised to transform the e-commerce landscape by creation ofadded personalized, efficient, and profitable. By leveraging AI, industries can reinforce customer associations through tailored experiences. AI analyses customer data, such as browsing history and purchase behaviour, to provide personalized product recommendations. It enhances user convenience with advanced search and recommendation systems, enabling customers to find products with ease. Furthermore, AI can improve inventory management by predicting demand accurately, optimizing stock levels, and reducing waste. Fraud prevention is another critical area where AI-powered payment systems excel by detecting risks and minimizing revenue loss. AI also supports data-driven decision-making through real-time analytics and automates complex processes, including maintenance predictions, ensuring greater efficiency and reduced downtime. Businesses can benefit from AI's ability to optimize pricing, refine search functions, customize offerings, and streamline logistics, ultimately driving sales growth. One of the most significant advantages of AI in e-commerce is its capability to perform tasks traditionally handled by humans with superior speed and precision. This study explores the role of emerging AI technologies in revolutionizing product recommendations, customer service, and personalization within e-commerce. It also investigates the potential of AI in developing real-time consumer personas. The research employs a mixed-methods approach, combining quantitative and qualitative data collection. Evidence was collected from 200 randomly selected e-commerce users in a Tier-2 district using a structured questionnaire. The data was tabulated, analysed, and interpreted by statistical tools. Constructed on the findings, recommendations are provided to enhance e-commerce performance and encourage businesses to adopt AI-driven strategies to meet evolving consumer preferences in the digital age.
AI technologies, Digital transformation, Inventory optimization, Product Recommendations, Process automation.