Purpose: This study explores the transformative role of Artificial Intelligence (AI) in revolutionizing e-commerce and online retail, focusing on customer experience personalization, operational efficiency, and strategic innovation. Design/Methodology/Approach: The article employs a literature-based approach, utilizing secondary sources such as academic articles, industry reports, and blogs. It synthesizes current developments in AI technologies including machine learning, natural language processing (NLP), computer vision, and robotics as applied to the e-commerce ecosystem. Findings: AI technologies have significantly enhanced online retail by enabling dynamic pricing, personalized recommendations, automated customer service, and predictive inventory management. AI-powered systems not only improve customer satisfaction and loyalty but also help businesses respond rapidly to market trends and user behavior. Furthermore, the study highlights AI’s role in omnichannel integration, sustainability, fraud detection, and advanced marketing strategies such as behavioral and programmatic advertising. Research Implications: The integration of AI into e-commerce presents both opportunities and challenges. Businesses must address ethical concerns related to data privacy, algorithmic bias, and transparency while leveraging AI for strategic advantage. Practical Implications: Retailers adopting AI technologies can expect increased competitiveness through operational optimization and personalized customer engagement. The paper provides actionable insights for managers aiming to innovate digital commerce strategies. Originality/Value: This study provides a comprehensive view of AI applications in e-commerce, offering a roadmap for retailers to embrace intelligent technologies for sustainable and customer-centric growth.
Sonali Tambuskar (2025) studied this question.