Personalization in E-Commerce: How AI Understands Customers

Guest Lecturer: Jovana Dobreva, Research & Teaching Assistant and Ph.D. Candidate, Faculty of Computer Science & Engineering, Ss. Cyril and Methodius University – Skopje

🧠 About the Event:

This talk explores how artificial intelligence and machine learning are reshaping the digital shopping experience. With a focus on real-world applications, the lecture will demonstrate how companies use Large Language Models (LLMs), recommendation systems, and customer data to deliver personalized marketing, product recommendations, and AI-powered support.

The session will cover foundational concepts in AI and personalization, discuss practical business applications, and introduce key challenges such as data privacy and algorithmic bias. Designed especially for students in e-business, marketing, and digital strategy, this lecture connects cutting-edge tech with commercial value.

👩‍🎓 About the Speaker:

Jovana Dobreva is a Research and Teaching Assistant and Ph.D. Candidate at the Faculty of Computer Science & Engineering (FINKI), Ss. Cyril and Methodius University – Skopje. She teaches core undergraduate courses including: Operating Systems, Probability and Statistics, Introduction to Data Science, Computer Architecture.

Her research spans machine learning, natural language processing, recommendation systems, and AI-powered chatbot development. In parallel to her academic work, she has served as a data scientist at several international companies, contributing to the development of cutting-edge AI systems used in finance, healthcare, and personalized digital services.

Her experience bridges academia and industry, and she is passionate about making AI accessible and meaningful in business contexts.

Link for remote participants:  www.teams.microsoft.com