Assoc. Prof. Dr. Ahmad Alzubi2026-08-042026-08-04https://dspace.academy.edu.ly/handle/123456789/2467Retention, a closely related concept, benefits from AI personalization by minimizing churn through proactive engagement strategies. Widjaja (2023) highlights that AI-powered recommendation systems, when applied thoughtfully, can sustain user interest by maintaining relevance across touchpoints and lifecycle stages. For instance, intelligent email targeting, behavior-based alerts, and real-time chatbots have proven effective in prolonging user engagement and reducing abandonment rates. In markets such as Turkey, where mobile-first commerce is on the rise and competition intensifies, retention strategies underpinned by AI-driven insights are indispensable for maintaining market share.The advent of artificial intelligence (AI) in the e-commerce landscape has significantly reshaped how businesses interact with consumers, particularly through personalization technologies. As consumer expectations for tailored experiences increase, AI-driven personalization has emerged as a critical strategy for enhancing customer loyalty and retention. Personalization—powered by machine learning, natural language processing, and big data analytics—enables e-commerce platforms to deliver dynamic content, customized product recommendations, and adaptive communication strategies that resonate with individual consumer preferences. These innovations are especially pertinent in competitive markets such as Turkey, where the rapid digitalization of commerce is accompanied by an increasingly diverse and tech-savvy consumer base.RETENTION IN THE E-COMMERCE INDUSTRY