인공지능 기반 맞춤형 추천시스템을 활용한 라이브 커머스 활성화 방안에 관한 연구

This study analyzes strategies to revitalize the live commerce market using an artificial intelligence- based personalized recommendation system. Live commerce combines real-time broadcasting and shopping to provide customers with a new shopping experience. Especially in terms of customer service, live commerce provides improved service and increases customer satisfaction. Live commerce provides customers with a satisfying shopping experience through these various services and contributes to increasing customer loyalty. In particular, real-time customer support and personalized shopping experiences are key competitive elements of live commerce. In the fast-changing world of live commerce, improved customer service has emerged as a game-changer thanks to the integration of AI technology. AI-based customer service platforms can analyze customer inquiries in real time and provide context-sensitive, personalized responses through advanced algorithms and natural language processing. This not only streamlines the purchasing process, but also fosters a deeper level of engagement between brands and customers. AI also enables proactive customer service by predicting potential issues before they occur, proactively resolving them and ensuring a seamless shopping experience. As chatbots become more sophisticated and capable of handling complex interactions, customers will be able to receive immediate support 24/7, increasing satisfaction and loyalty. Companies that leverage AI to enhance customer service will undoubtedly gain a competitive edge in the dynamic live commerce environment. Therefore, real-time communication, quality content, limited promotions, brand storytelling, and experimentation and analysis are essential to activating live commerce.