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Customized recommendations have emerged as a potent tool to increase user engagement and income in the dynamic realm of online purchasing, where consumers are confronted with a bewildering array of alternatives. the role of AI in creating and providing personalised online purchasing recommendations, including the steps involved, pros, and cons of this tech-driven approach. The study begins by elucidating the fundamentals of personalised recommendations, drawing attention to the significance of tailored online purchasing experiences. Review engines in personalised e-commerce platforms employ a wide variety of AI techniques, including collaborative filtering, content-based filtering, and machine learning algorithms, as discussed in this article.Keywords: - E-commerce, Recommendation engines, Collaborative filtering, Content-based filtering, Machine learning algorithms
Sharma et al. (Sun,) studied this question.