| dc.description.abstract | Contemporary consumers have high expectations regarding the speed, convenience, and personalized solutions of online shopping, which requires the implementation of advanced technologies for analysing consumer behavior, preferences, and accumulated data. In this context, artificial intelligence provides opportunities for dynamic customer profiling, predicting future needs, and offering personalized products and services. The implementation of intelligent systems in e-commerce provides significant benefits, including higher conversion rates, increased sales volumes, and marketing strategies optimization. Personalization not only enhances customer loyalty and strengthens trust in brands but also reduces customer churn and encourages repeat purchases. From retailers’ point of view, artificial intelligence integration contributes to more efficient product portfolio and inventory management, while simultaneously helping to reduce operating costs. Global e-commerce leaders, such as Amazon, Alibaba, eBay, Rakuten, and Shopee, already employ a wide range of artificial intelligence–based solutions to enhance customer experience and strengthen their competitive positions on the market. | us_US |
