The Influence of Uniqlo's Personalized Recommendation Algorithm on Consumer Behavior

In the current life of continuous deepening of digital marketing, personalized recommendation algorithms have become a key tool for retail enterprises to enhance customer experience and drive sales growth. As a globally renowned clothing retailer, Uniqlo actively deploys an AI-based recommendation system to optimize the user shopping process and enhance service accuracy. This article aims to analyze the dual impact of Uniqlo's personalized recommendation mechanism on consumers' purchasing behavior and brand loyalty. By combining theoretical research and practical cases, it reveals the potential advantages and risks it brings. The research results show that although such technologies can effectively enhance user satisfaction and conversion rates, their potential threat to privacy rights may still shake the foundation of user trust. How to strike a balance between intelligent recommendation and data ethics has become an important issue for the sustainable development of brands in the future. For the future, it is hoped to make further improvements in related technologies to meet the demands of more intelligent, personalized and precise delivery.