Exploring the Role of Artificial Intelligence in E-commerce: A Comprehensive Literature Review

With the rapid advancement of information and communication technologies (ICT), artificial intelligence (AI) has become an increasingly important tool in various sectors. In the world of e-commerce, the goal of businesses is often to influence customer behavior in favor of specific products and brands. The integration of AI into e-commerce can be seen as a significant step forward in enhancing business operations. This paper explores the concepts of e-commerce and AI, examines their benefits, and evaluates the role of AI in e-commerce, based on existing literature.