The rapid development of artificial intelligence in recent years is directly reflected in commercial activity, where a large number of transactions are carried out, a significant amount of data is formed and processed about deliveries made, sales made, and customers served. This is also true of e-commerce, which is establishing itself as the dominant non-store form of commercial exchange. The rise of artificial intelligence is changing the way businesses approach e-commerce. The algorithms and systems powered by it enable e-retailers to make data-driven decisions, automate processes and offer personalized experiences that match the unique preferences of individual customers. The purpose of this paper is to present the essence, advantages and guidelines for the application of artificial intelligence in e-commerce, and on this basis, the challenges for online merchants in its implementation are presented. The paper provides a brief analysis of data from Statista on the areas where artificial intelligence is helping e-commerce.
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