Sarcouncil Journal of Engineering and Computer Sciences

Abstract: Personalization in retail and e-commerce has transitioned from a luxury to an essential feature of modern shopping experiences. AI-powered personalization technologies have revolutionized customer engagement by delivering relevant recommendations and seamless interactions across digital and physical touchpoints. This article explores how advancements in deep learning, reinforcement learning, and neural embeddings are reshaping consumer behavior and driving measurable improvements in retail performance metrics. Personalized experiences reduce decision fatigue, enhance product discovery, and build emotional connections with brands. Case studies in apparel, cosmetics, and grocery illustrate how retailers leveraging personalization systems are achieving higher conversion rates, improved customer retention, and increased lifetime value. These systems are supported by real-time, distributed architectures and edge computing frameworks that enable responsive, scalable, and privacy-conscious personalization. As the technology continues to evolve, it promises to further optimize the shopping journey while ensuring competitive advantage for forward-thinking retailers.