ABSTRACT

E-business, much like other domains of the contemporary economy, is increasingly shaped by the intensive introduction and application of artificial intelligence across a wide spectrum of tasks, such as automation, data-driven decision-making, and the enhancement of customer experience. This paper originates from the idea of examining the current state of AI implementation in digital commerce by analyzing the global market and identifying both the advantages and challenges of adopting AI in modern e-business. The study seeks to identify the key benefits of AI adoption, including operational efficiency, revenue growth, personalized services, and enhanced security, as well as the undeniable challenges accompanying the use of advanced digital technologies, specifically high implementation costs, data quality and availability, legal regulations, and employee adaptability. The research emphasizes that the strategic integration of AI is of critical importance for achieving competitive advantage and ensuring long-term growth in digital markets.

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