Optimization of AI Marketing: Its Impact on Personalizing Consumer Experience in E-Commerce
Keywords:
Artificial Intelligence, AI Marketing, Consumer Experience Personalization, E-CommerceAbstract
This study aims to describe how the optimization of Artificial Intelligence (AI) usage in marketing can influence the personalization of consumer experience on e-commerce platforms. Using a descriptive qualitative approach, data was collected through in-depth interviews with digital marketing practitioners and active consumers on several leading e-commerce platforms. Data analysis was conducted thematically to explore perceptions, strategies, and the impact of AI marketing implementation on service personalization. The results show that the implementation of AI marketing on e-commerce platforms significantly enhances personalization of consumer experiences through various features such as accurate product recommendations, responsive chatbot services, and promotional offers tailored to individual preferences. Consumers feel greater convenience as the product search process becomes faster and more relevant, along with receiving 24/7 responsive customer service. Furthermore, AI-supported personalization also contributes to increased customer satisfaction and loyalty, ultimately driving higher sales conversion rates. In other words, AI marketing not only improves the effectiveness of marketing strategies but also strengthens the sustainable relationship between consumers and e-commerce platforms.
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