AI-Driven Personalization in Social Commerce for SME Sustainability in Developing Countries

The rapid growth of digital technology has transformed marketing, particularly in social commerce, where AI-driven personalization enhances customer experience and efficiency. This study uses a systematic literature review (SLR) to analyze its impact, benefits, and challenges for SMEs in developing countries. AI enables real-time data analysis, personalized recommendations, and automated customer service, boosting engagement and conversion rates while reducing costs. However, SMEs face financial constraints, low digital literacy, and data privacy concerns, alongside competition from large platforms. Despite these barriers, AI-driven personalization remains crucial for sustainable growth. Future research should explore AI adoption models, policy frameworks, and strategies to overcome challenges, providing valuable insights for SMEs seeking competitive advantage.