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 ofwhich 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 clientcomplaints. These results advance our knowledge of consumer perceptions of AI
personalization and its potential effects on e-commerce in the future.
