Abstract:
Artificial Intelligence revolutionizes customer relationship management by
enhancing engagement and loyalty. The research explores the use of AI in CRM
strategies, focusing on personalized approaches. By using AI algorithms and
machine learning techniques, organizations can analyze vast amounts of
customer data to tailor products, services, and interactions to individual
preferences and behaviors. The shift in customer engagement strategies
emphasizes understanding and empathizing with customers, with AI-driven
content personalization enhancing satisfaction, loyalty, and business growth and
making it indispensable in the digital market. This qualitative study investigates
how, from the standpoint of the consumer, AI-driven personalization is
reshaping e-commerce. With a focus on how individualized experiences affect
customer behavior and satisfaction, the study chooses 25 people with
noteworthy e-commerce experiences using purposive sampling. Data was
gathered through focus groups and in-depth interviews to obtain thorough
insights into client opinions and expectations. According to the research, AI
personalization significantly improves user engagement, creates a feeling of
individualized attention, and makes customized product recommendations, all of
which improve the customer experience. In addition to highlighting the
convenience and happiness gains of personalized purchasing, participants voiced
worries about data security and privacy. The findings of the study offer insightful
information about the changing nature of AI-driven e-commerce and suggest
ways for companies to improve their CRM programs and respond to client
complaints. These results advance our knowledge of consumer perceptions of AI
personalization and its potential effects on e-commerce in the future.
