A B S T R A C T

The purpose of the research – this 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 research – the 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 research – the 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 service 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 research – the 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 research – the 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.

Keywords: AI-personalized learning, adaptive LMS, e-commerce skills, relationship capability, digital trust, communication quality, service recovery. 

https://doi.org/10.30546/2707-2037.052.2.2026.1048