COMO A IA “INTELIGÊNCIA ARTIFICIAL” ESTÁ REVOLUCIONANDO O COMÉRCIO ONLINE

This article analyzes how Artificial Intelligence (AI) is transforming electronic commerce (e-commerce) and shaping the consumer experience. Since the expansion of the internet in the 1990s, e-commerce has rapidly evolved, driven by pioneering companies and, more recently, by AI-based technologies such as chatbots, virtual assistants, and intelligent recommendation systems. These tools enable personalization, agility, and continuous availability, creating new forms of interaction between businesses and customers. The research, conducted through a literature review and a survey applied to consumers in São Gotardo–MG, revealed that although AI provides benefits such as speed, convenience, and efficiency, there are still challenges related to lack of empathy, data security, and trust in automated services. Some respondents reported abandoning purchases due to ineffective automated interactions, reinforcing the importance of balancing automation with human support. Therefore, AI should be understood as a complementary tool that increases e-commerce efficiency but still needs to advance in order to provide more humanized, personalized, and trustworthy experiences.