This technical article explores the transformative impact of artificial intelligence on retail personalization, focusing on how advanced AI solutions like Amazon Personalize and fine-tuned language models are revolutionizing product recommendations and customer engagement. It examines a case study of an online fashion retailer that implemented a hybrid personalization system, combining recommendation algorithms with generative AI for dynamic content creation. The multi-layered architecture captures subtle behavioral signals, processes them through sophisticated recommendation engines, and delivers contextually relevant product suggestions with personalized descriptions. The article analyzes the significant business outcomes achieved through this implementation and details the technical considerations that organizations must address when building similar systems, including data pipeline architecture, model training strategies, privacy controls, and experimentation frameworks. The article concludes by exploring emerging frontiers in retail personalization technology, including multimodal recommendation systems that integrate visual and textual data, emotion-aware personalization that adapts to customer mood, and cross-channel personalization that creates consistent experiences across all touchpoints.
Keywords: Artificial Intelligence, Customer Experience, Recommendation systems, generative AI, retail personalization
