EVALUASI EFEKTIVITAS TEKNOLOGI AI DALAM MENINGKATKAN PERSONALISASI BELANJA DIGITAL
DOI:
https://doi.org/10.36085/jamekis.v8i2.8079Abstrak
Studi ini bertujuan untuk mengevaluasi efektivitas teknologi kecerdasan buatan (AI) dalam mempersonalisasi pengalaman belanja digital. Dengan menggunakan pendekatan metode campuran—baik kualitatif maupun kuantitatif—penelitian ini menganalisis bagaimana algoritma AI seperti pembelajaran mesin, rekomendasi produk berbasis data, dan chatbot cerdas meningkatkan kepuasan dan loyalitas pelanggan pada platform e-commerce. Data dikumpulkan melalui survei pengguna e-commerce aktif dan wawancara mendalam dengan pengembang platform. Temuan tersebut mengungkapkan bahwa AI secara signifikan meningkatkan relevansi rekomendasi produk, efisiensi layanan pelanggan, dan keterlibatan pengguna secara keseluruhan. Artikel ini menyimpulkan bahwa AI memainkan peran penting dalam membentuk strategi pemasaran digital dan upaya retensi pelanggan dalam ekonomi digital saat ini.
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