The Impact of Artificial Intelligence on Customer Personalization Strategies in E-Commerce

Abstract

With the rapid development of digital economy and the in-depth popularization of e-commerce, customer personalization has become a core competitive factor for e-commerce platforms to improve user stickiness and transaction conversion rates. Artificial Intelligence (AI), as a disruptive technological force, is reshaping the theoretical framework and practical path of e-commerce customer personalization strategies with its capabilities of massive data analysis, deep feature mining and intelligent decision-making. This paper explores the multi-dimensional impact of AI on e-commerce customer personalization strategies: first, it analyzes the inherent demand for AI-driven transformation of personalization strategies in the current e-commerce development stage, and sorts out the core AI technologies applied in the field of customer personalization. Second, it constructs the implementation framework of AI-based e-commerce customer personalization strategies, and expounds the optimization paths of personalized recommendation, personalized marketing and personalized service supported by AI. Finally, it discusses the practical challenges faced by the application of AI in e-commerce personalization, such as data privacy risks and algorithmic bias, and proposes targeted solution strategies and future research directions. This paper provides a systematic theoretical reference and practical implementation scheme for e-commerce enterprises to optimize customer personalization strategies with the help of AI technology, and has important guiding significance for the high-quality development of the e-commerce industry.