INTERNATIONAL JOURNAL OF ADVANCE RESEARCH
IN MULTIDISCIPLINARY

The fast-growing development of Artificial Intelligence (AI) has brought a paradigm shift in the whole eCommerce sector. Companies are also resorting to AI-based systems to deliver hyper-personalized as well as frictionless customer experiences. The following research focuses on the strategic application of AI technologies namely, machine learning, natural language processing, and computer vision to unravel the customer behavior, automatize the service conversations, and create personal recommendations in real-time. Simultaneously, the data-driven personalization became one of the fundamentals of customer engagement, satisfaction, and retention cultivation. This paper will describe the ways through which AI is transforming customer experience in digital commerce through a synthesis of the current industry practices and case studies around the world. Moreover, it analyses the related issues such as data control, implementation fees, and ethics and predicts the role of the rising technologies like generative AI and augmented reality in determining the following period of eCommerce customization.