New Delhi, Nov. 4 -- Artificial intelligence (AI) is transforming the way e-commerce applications personalise the shopping experience, moving beyond conventional product recommendations to potentially influence the entire interface customers see when they open an app, according to an industry report by AppMaker.

The report highlighted that most mobile shopping applications currently display similar homepages to visitors, with personalised recommendations generally appearing as customers browse products. However, the emerging approach involves using customers' previous activities and shopping behaviour to customise the content and layout of an application right from the beginning of a shopping session.

"AI is starting to push that person...