Abstract:
The rapid advancement of artificial intelligence (AI) has fundamentally reshaped the landscape of e-
commerce, offering businesses powerful tools to understand and respond to consumer needs with
unprecedented precision. This paper explores how AI technologies—such as machine learning,
recommendation systems, and chatbots—are influencing customer behavior and engagement across digital
platforms. Through a critical analysis of recent developments, the study highlights the role of predictive
analytics in personalizing the shopping experience, improving customer satisfaction, and driving purchasing
decisions. The research also addresses emerging challenges, including data privacy concerns and the ethical
use of AI in consumer interactions. By rethinking traditional engagement models, this paper presents a
forward-looking perspective on how AI can create more adaptive, intelligent, and customer-focused e-
commerce ecosystems.
