THE IMPACT OF ARTIFICIAL INTELLIGENCE ON E-COMMERCE: THE SYNERGY BETWEEN INNOVATION AND OPERATIONAL EFFICIENCY

In the field of e-commerce, artificial intelligence has managed to change the very way we shop online, not only by changing the shopping experience, making it simple, efficient and, above all, personalized for the user, but it has also revolutionized the way companies manage their online stores, improving inventory management and optimizing marketing operations.In this context, this paper analyzes how the technological frontiers of artificial intelligence are increasingly entering into synergy, increasing the efficiency of e-commerce services.The analysis performed highlights the innovative impact that artificial intelligence brings in improving operational management, personalizing the user experience and perfecting the production of digital products offered for sale, demonstrating how these innovations are completely redefining the world of e-commerce.