# What is AI Scores

AI Scores capture and analyze a wide range of user activities, like product views, clicks, and purchases. These interactions are aggregated into clusters that represent preferences, behaviors, and potential buying intent. The scores are regularly updated as users interact with the site, ensuring recommendations stay adaptive to changing behaviors. The more data is collected, the more refined and precise the personalization becomes.

## Benefits of using AI Scores

Using AI Scores offers several key benefits:

* **Personalized user experience:** AI Scores enable highly tailored shopping experiences by analyzing user interactions and segmenting them into clusters. This supports customized content, recommendations, and promotions, boosting satisfaction and engagement.
* **Improved product recommendations:** By clustering users based on behavior, AI Scores deliver accurate, relevant product recommendations aligned with preferences and purchase history (i.e. ranking of FHR item campaigns is powered by AI Scores) , increasing conversion rates.
* **Enhanced customer retention:** Dynamic adjustments to AI Scores ensure users see resonant content, fostering loyalty and repeat visits through personalized, evolving experiences.
* **Continuous learning and adaptation:** AI Scores adapt to changing user behavior, refining profiles with new data. This ensures ongoing relevance and progressively better outcomes over time.


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