• Atharv Maroli

The integration of Artificial Intelligence (AI) and Machine Learning (ML) in website personalization has transformed user experiences across various domains. This paper examines how these technologies enhance user engagement by employing conversational AI, adaptive learning platforms, and data-driven personalization frameworks. We explore their applications in libraries, health organizations, and e-commerce platforms, emphasizing both the opportunities and challenges they present. By leveraging AI and ML, websites can provide tailored user experiences, optimize interfaces, and improve satisfaction. The study also highlights future directions in user experience (UX) design, focusing on multimodal interactions, trust-building mechanisms, and collaborative development between UX researchers and ML practitioners

Artificial Intelligence, Machine Learning, Web Personalization, User Experience, Data-Driven Personalization

"Use of AI and ML to personalize user experiences on websites", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.12, Issue 6, page no.g339-g345, June-2025, Available :http://www.jetir.org/papers/JETIR2506642.pdf

"Use of AI and ML to personalize user experiences on websites", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.12, Issue 6, page no. ppg339-g345, June-2025, Available at : http://www.jetir.org/papers/JETIR2506642.pdf