The Impact of Artificial Intelligence on Personalizing User Experience in E-Commerce Platforms in Vietnam

Abstract

The integration of Artificial Intelligence (AI) in e-commerce has revolutionized how online retailers interact with customers. This paper investigates the impact of AI-driven personalization technologies, such as recommendation systems, predictive analytics, and chatbots, on enhancing the user experience across ecommerce platforms. Using a mixed-method approach, including case studies and user feedback analysis, the study reveals that AI significantly improves customer satisfaction, engagement, and conversion rates. However, ethical concerns and data privacy issues remain prominent challenges. The paper concludes with insights and recommendations for e-commerce firms to optimize AI applications responsibly.