A CONCEPTUAL FRAMEWORK FOR AI-PERSONALIZED E-COMMERCE SKILLS DEVELOPMENT TO STRENGTHEN DIGITAL BUSINESS RELATIONS

The purpose of the researchthis article develops a conceptual framework explaining how AI-personalized learning can build relationship-critical e-commerce competencies and thereby strengthen digital business relations.It addresses the gap in the literature, where AIenabled adaptive learning systems, e-commerce competency taxonomies, and relationship digital trust constructs are usually examined separately rather than within one integrated causal model.The methodology of the researchthe study is based on a conceptual and theoretical synthesis of adaptive learning theory, capability-based reasoning, and relationship marketing.On this basis, three core constructs are defined as AI-personalized learning, relational ecommerce skills, and digital business relationship quality.In addition to that the mechanisms connecting them are specified.The model also incorporates contextual factors such as digital literacy, experience, and interaction context, and proposes an operationalization roadmap for later empirical validation through objective competency tests, scenario-based performance rubrics, and learning analytics.The practical importance of the researchthe framework provides value for researchers, educators, and e-commerce practitioners by offering a basis for designing adaptive learning interventions that explicitly develop trust-building, communication quality, and Bazar iqtisadiyyatının inkişaf istiqamətləri Development Prospects of Market Economy Направления развития рыночной экономики AUDİT 2026, 2 (52), səh.82-95.AUDIT 2026, 2 (52), pp.82-95.АУДИТ 2026, 2 (52), стр.82-95. 83service recovery capabilities in digital commerce.It is especially relevant for future multi-site validation and application in contexts such as Azerbaijan and Uzbekistan.The results of the researchthe study proposes that AI-personalized learning improves digital business relationship quality indirectly through the development of relational ecommerce skills.In this framework, relational e-commerce skills function as a full mediator, while contextual factors influence the strength of these relationships.Four propositions are formulated and made ready for empirical testing in future studies.The originality and scientific novelty of the researchthe paper makes an original contribution by integrating adaptive learning, e-commerce competency development, and relationship marketing into a single conceptual model.It advances the literature by clarifying the mediating role of relational e-commerce skills and by presenting a structured roadmap for empirical testing of the framework in different national settings.

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