A COMPREHENSIVE FRAMEWORK FOR INTEGRATING AI AND MACHINE LEARNING IN PERSONALIZATION AND AD TARGETING WITHIN E-COMMERCE

This paper delves deep into the influential role of Artificial Intelligence (AI) and Machine Learning (ML) in the progressive evolution of personalization strategies in ecommerce and ad targeting. It starts with a broad examination of the functions of AI and ML across various sectors, underlining their expanding convergence with the domains of e-commerce and advertising. As we witness a reshaping of e-commerce personalization through AI, we delve into particular techniques that utilize AI to amplify the online shopping experience. This study further delves into the transformative impact of machine learning in refining ad targeting techniques. We also present a detailed roadmap that outlines a practical methodology for enterprises seeking to incorporate AI and ML in personalizing e-commerce experiences and optimizing ad targeting strategies. Further, we reflect on the ethical implications bound with this technological revolution, addressing privacy concerns, the impacts on consumer behavior, and the importance of regulatory compliance. In the concluding part, we ponder the future course of AI and ML in e-commerce personalization and ad targeting. While acknowledging some challenges, it becomes apparent that AI and ML are significantly transforming these fields, assuring a more personalized and efficient consumer experience, while also highlighting critical ethical considerations. This allencompassing review offers a valuable guide to understand the prevailing landscape and foresee emerging trends.