人工智能在电子商务精准营销中的应用与挑战
Application and Challenge of Artificial Intelligence in E-Commerce Precision Marketing

人工智能技术的快速发展正在深刻改变电子商务的运营模式。精准营销作为一种新的营销策略，逐渐成为提升企业业绩的重要手段。人工智能在电子商务精准营销中的应用包括个性化推荐系统、智能广告投放以及短视频营销等方面，其能够精准识别用户需求，提高营销策略的针对性和有效性，从而优化用户体验并提升转化率。尽管人工智能在该领域中的应用前景广阔，但在实际应用的过程中也面临着诸多难题。故而本文旨在探讨该技术在电子商务精准营销中的应用现状及其面对的挑战，以期为企业在实践中更好地运用人工智能技术提供理论支持和实践指导。
The rapid development of artificial intelligence technology is profoundly changing the operating model of e-commerce. As a new marketing strategy, precision marketing has gradually become an important means to improve corporate performance. The application of artificial intelligence in e-commerce precision marketing includes personalized recommendation systems, intelligent advertising and short video marketing, which can accurately identify user needs, improve the pertinency and effectiveness of marketing strategies, thereby optimizing user experience and increasing conversion rates. Although the application of artificial intelligence in this field has broad prospects, it also faces many problems in the process of practical application. Therefore, this paper aims to discuss the application status and challenges of this technology in e-commerce precision marketing, in order to provide theoretical support and practical guidance for enterprises to better use artificial intelligence technology in practice.