<h1>Legal risks of AI-driven ecommerce personalization: substantiation of claims, data protection, automated decision transparency, competition concerns</h1> A marketing technology provider published a report claiming AI-driven personalization produced substantial festive ecommerce gains (40-60% GMV growth, 15-30% conversion uplift, reduced cart abandonment), which raises potential legal issues: accuracy and substantiation of marketing claims under consumer protection and advertising laws; data protection and lawful basis for processing behavioral data used in personalization; transparency and fairness in automated decision-making under privacy/regulatory regimes; and competition concerns if platform access or targeting practices disadvantage rivals. Companies adopting the blueprint should ensure claim documentation, compliance with privacy law, and avoidance of anti-competitive conduct.