ARTIFICIAL INTELLIGENCE AND THE DEVELOPMENT OF E-COMMERCE

Аннотация

This study explores the role of Artificial Intelligence (AI) in e-commerce and its impact on business performance and customer experience. Based on qualitative analysis, the findings show that AI technologies—such as machine learning, recommendation systems, and chatbots—enhance consumer behavior analysis, enable personalization, and improve operational efficiency. AI also supports demand forecasting, inventory optimization, and marketing automation. Overall, AI is a key driver of innovation and competitiveness in the digital economy