Using artificial intelligence technologies to analyse consumer behaviour in e-commerce

Introduction. In today's digital environment, e-commerce is undergoing significant transformations under the influence of artificial intelligence (AI) technologies. The implementation of AI enables new opportunities for in-depth analysis of consumer behaviour, enhanced personalization of services, optimization of business processes, and strengthening of companies' competitiveness. At the same time, the need to explore the advantages, risks, and practical aspects of AI utilization in e-commerce is increasing. Purpose of the study. The purpose of the article is to examine the possibilities of applying AI technologies for analysing consumer behaviour in e-commerce and to assess their impact on the effectiveness of marketing strategies, the personalization of customer interaction, and the development of competitive advantages for e-commerce companies. Research methodology. The study is based on a comprehensive approach that combines quantitative and qualitative analysis. Methods of statistical analysis are employed to evaluate the effectiveness of AI technologies, systemic analysis is applied to explore the relationship between behavioural patterns and personalization algorithms, and analytical approaches are used to study practical cases of AI implementation in e-commerce. Research results. The study proves that the application of artificial intelligence technologies enhances the accuracy of consumer behaviour analysis, improves the effectiveness of personalized marketing interactions, enhances customer experience, and optimizes business processes in e-commerce. The use of recommendation systems, deep learning algorithms, natural language processing, and cognitive analytics contributes to increased customer loyalty and business profitability. At the same time, the main risks of AI implementation are identified, including personal data protection, ethical issues, technological limitations, and human resource challenges. The feasibility of integrating intelligent systems into the strategic management of e-commerce platforms is substantiated, and practical recommendations for businesses regarding the effective use of AI are proposed.