METHODS OF APPLYING ARTIFICIAL INTELLIGENCE FOR PERSONALIZING ONLINE SHOPPING

Artificial intelligence has become an integral part of modern online shopping, offering unique opportunities for personalizing the user experience. This article examines the main methods and technologies for applying artificial intelligence to online shopping personalization, such as big data analysis to identify customer behaviour patterns and preferences. One of the key AIbased personalization methods in online shopping is the creation of personalized recommendations based on browsing and purchase history. Algorithms take into account not only the customer's current interests but also their potential needs, creating a unique and appealing product selection. The article provides examples of successful AI implementations for online shopping personalization.