مجلة البحوث الاقتصادية والمالية
Volume 13, Numéro 1, Pages 818-833
2026-06-05

Redefining Digital Experience How Ai Is Forming Customer Engagement And Personalization



Authors : Afif Abdeldjebar . Hassani Abdelakrim .

Abstract

This study aimed to analyze how artificial intelligence contributes to reshaping the digital experience by enhancing customer interaction and customizing content and services according to their individual needs. The study relied on a descriptive and analytical approach, supported by an applied case study of leading platforms such as Netflix and Amazon, in order to understand the mechanisms by which artificial intelligence – such as machine learning, natural language processing, and predictive analytics – is used to provide personalized and effective experiences to users. The study founded that AI-powered recommendation systems play a pivotal role in increasing customer loyalty, achieving higher conversion rates and sales, as well as improving the quality of interaction between users and digital platforms.

Keywords

AI, Digital experience, Personalization, Engagement, Customer

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