A STUDY OF AI DRIVEN PERSONAL STYLE ADVISOR AND INTELLIGENT PRODUCT SERVICES FOR ENHANCE CUSTOMER ENGAGEMENT

The rapid growth of e-commerce has intensified the need for advanced personalization mechanisms that enhance customer engagement and satisfaction.Artificial Intelligence (AI) has emerged as a critical enabler in addressing challenges such as choice overload, low engagement, and declining customer loyalty in digital retail environments, particularly within the fashion sector.This study investigates the design and effectiveness of an AI-driven personal style advisor integrated with intelligent product services to enhance customer engagement in fashion e-commerce platforms.The research adopts a descriptive and exploratory design and is based on primary data collected through a structured questionnaire administered to 150 online shoppers aged between 18 and 30 years in Vadodara, India.Statistical techniques including descriptive analysis, one-way ANOVA, and Chi-square tests were employed to examine differences in engagement and satisfaction levels between AI-driven recommendation systems and traditional recommendation approaches.The findings reveal that AI-driven personal style advisors significantly improve customer engagement by increasing interaction frequency, browsing duration, and exploratory behavior.Additionally, users reported higher satisfaction levels due to personalized, context-aware, and adaptive recommendations.The study also identifies a statistically significant association between recommendation type and customer satisfaction, indicating the superior performance of AI-based systems.While moderate concerns related to data privacy were observed, they did not substantially hinder adoption or continued usage.The study contributes to the existing literature by empirically validating the role of AI-driven personalization in enhancing customer engagement and satisfaction.It further offers practical insights for e-commerce firms seeking to leverage intelligent product services to strengthen customer relationships and achieve sustainable competitive advantage.Overall, the research highlights the transformative potential of AI-driven personal style advisors in reshaping online shopping experiences and advancing customer-centric innovation in fashion e-commerce.