The Impact of Personalization and AI-Driven Content Strategy on Consumer Behavior in E-commerce: An Empirical and Theoretical Examination

Abstract

This dissertation investigated the impact of Artificial Intelligence (AI)-powered content and customization in e-commerce on customer behavior. According to the research, customized marketing, particularly through AI technologies and chatbots, has a major influence on customer engagement and purchase choices. The results revealed a link between beneficial AI customization and higher consumer happiness. These findings emphasize the rising significance of customized digital marketing techniques in improving consumer experiences and decision-making processes in online buying settings. The findings are useful for businesses and marketers, highlighting the usefulness of AI-driven customization in e-commerce.