Dynamic Generation of Website Content Based on User Segmentation Using Artificial Intelligence

Nenad Kojić – Academy of Technical and Art Applied Studies Belgrade, Department School of Applied Studies for Information
and Communication Technologies in Belgrade, 16 Zdravka Celara St., Belgrade, Serbia

Mladen Petrović – Quadro Consulting, 6 Vladimira Popovića St., Belgrade, Serbia

Natalija Vugdelija – Academy of Technical and Art Applied Studies Belgrade, Department School of Applied Studies for Information
and Communication Technologies in Belgrade, 16 Zdravka Celara St., Belgrade, Serbia

Abstract: The aim of this work is the segmentation of website users on the basis of artificial intelligence with the aim of dynamically modifying the content of the website for users, in accordance with the objectives of Web 4.0, and in this way enabling quick and optimal display of content follow­ing their needs. User classification will be based on click events on catego­ries/subcategories and articles. Based on that information, using Konon­en’s neural network, the user will be classified into one of the n categories to which the neural network was initially trained. Based on the detected type of the user’s classification, the content of the site is dynamically changed to the user, and the categories and products for which the majority of users of that type of classification have expressed greater interest are initially dis­played and offered. The goal is to adapt the content of the site to the needs of the user and in this way the user can easily and quickly find the desired product.

6th International Scientific Conference on Recent Advances in Information Technology, Tourism, Economics, Management and Agriculture – ITEMA 2022 – Conference Proceedings, Hybrid (University of Maribor, Slovenia), October 27, 2022

ITEMA Conference Proceedings published by: Association of Economists and Managers of the Balkans – Belgrade, Serbia

ITEMA conference partners: Faculty of Economics and Business, University of Maribor, Slovenia; Faculty of Organization and Informatics, University of Zagreb, Varaždin; Faculty of Geography, University of Belgrade, Serbia; Institute of Marketing, Poznan University of Economics and Business, Poland; Faculty of Agriculture, Banat’s University of Agricultural Sciences and Veterinary Medicine ”King Michael I of Romania”, Romania

ITEMA Conference 2022 Conference Proceedings: ISBN 978-86-80194-63-9, ISSN 2683-5991, DOI: https://doi.org/10.31410/ITEMA.2022

Creative Commons Non Commercial CC BY-NC: This article is distributed under the terms of the Creative Commons Attribution-Non-Commercial 4.0 License (https://creativecommons.org/licenses/by-nc/4.0/) which permits non-commercial use, reproduction and distribution of the work without further permission. 

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