USING ARTIFICIAL INTELLIGENCE IN PERSONALIZING COMMUNICATIONS ON THE SITE
Abstract
The article examines the role and functions of artificial intelligence in personalizing communications on websites: analysis of large data sets on user behavior; audience classification; prediction of the probability of certain actions; generation or selection of the most relevant content. The directions of application of AI chatbots, dynamic content and recommendation systems to improve user experience, increase conversions and loyalty are analyzed. The evolution of the use of chatbots is considered. It is highlighted that the use of chatbots provides an improvement in response speed, an increase in average customer satisfaction scores and an increase in conversion after their implementation in digital channels of enterprises. The problems of implementing chatbots are indicated. It is summarized that recommendation systems are a means of ensuring personalization. They predict which products, articles or videos are likely to interest a particular user, and display them in priority areas of the interface. AI personalization in UX/UI design practices is considered, using AI agents and automated site improvement. The experience of the impact of AI personalization on user behavior is summarized, and the risks and ethical dilemmas associated with the use of large data sets are outlined. Modern approaches to measuring user experience (UX) and assessing the effect of personalization of digital products are considered. Classes of UX metrics are summarized, integrated methods for assessing personalization based on quantitative and qualitative data are investigated. A system of indicators for empirical UX analysis is presented, taking into account UX and artificial intelligence trends. Modern UX metrics and assessment methods are carefully developed in connection with the integration of artificial intelligence and personalization into digital products. An important vector of development is maintaining a balance between personalization and privacy. Practical recommendations for marketers on implementing personalized digital communications on the site are proposed.
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