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Ms. B. Saranya is an Assistant Professor in the School of Applied Commerce at A.V.P. College of Arts and Science, Tirupur, Tamil Nadu, India. She is involved in teaching and academic activities in applied commerce. Her contribution focuses on customer behavior analysis and intelligent recommendation approaches in digital commerce environments.
The swift growth of e-commerce platforms, digital marketplaces, mobile shopping apps, and online retail services has altered consumer buying habits and corporate practices. Modern e-commerce platforms create vast volumes of heterogeneous customer information, including browser histories, transaction records, product photos, textual reviews, search queries, clickstream activities, demographic information, and interaction patterns. Conventional recommendation systems largely rely on singular data sources, like product evaluations or buying histories, which may constrain their capacity to comprehend intricate customer inclinations and evolving purchasing motivations. This section introduces a conceptual multimodal artificial intelligence framework for analysing client behaviour in e-commerce and providing intelligent product recommendations. Evaluation methodology, explainable suggestions, privacy considerations, implementation challenges, and upcoming research paths are also explored. The suggested approach establishes a basis for creating adaptable, context-sensitive, and individualised e-commerce recommendation systems.