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VOL. 8, ISSUE 2 (2026)

Role of artificial intelligence in transforming E-Commerce and digital marketing

Authors

Sunil Naik S

Abstract

Artificial Intelligence (AI) has emerged as a transformative technology in the fields of e-commerce and digital marketing. The integration of AI technologies such as machine learning, natural language processing, and predictive analytics has significantly improved business operations and customer engagement. AI enables companies to analyze large volumes of consumer data, personalize marketing strategies, and automate decision-making processes. In e-commerce, AI supports product recommendations, customer service through chatbots, and inventory management, while in digital marketing, it enhances targeted advertising, content creation, and customer segmentation. This study is based on secondary data collected from academic journals, research articles, and online sources. The findings reveal that AI improves efficiency, enhances customer experience, and increases business profitability. However, challenges such as data privacy concerns, ethical issues, and high implementation costs remain significant barriers. The study concludes that artificial intelligence plays a crucial role in transforming e-commerce and digital marketing by enabling data-driven and customer-centric strategies.

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Pages:16-19

How to cite this article:

Sunil Naik S "Role of artificial intelligence in transforming E-Commerce and digital marketing". International Journal of Commerce and Economics, Vol 8, Issue 2, 2026, Pages 16-19

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