A Study of Artificial Intelligence In E-commerce
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Date
2026
Journal Title
Journal ISSN
Volume Title
Publisher
Asst Prof. Dina Venisha Fernandes
Abstract
This study examines how Artificial Intelligence (AI) is reshaping the e-commerce sector and
influencing the way people shop online. In the modern digital environment, AI is no longer just
an advanced technology but a practical tool that supports personalized shopping, quick customer
service, secure transactions, and smarter business decisions. Online platforms use AI to
recommend products, answer customer queries through chatbots, predict demand, and detect
fraudulent activities, making the overall shopping experience smoother and more convenient.
The research combines primary and secondary data to understand customer awareness and
satisfaction regarding AI features in e-commerce. A survey conducted among 150 respondents
shows that most users recognize the presence of AI in online platforms and believe it saves time
and improves convenience. However, many respondents express neutral opinions about the
accuracy of recommendations and data security, suggesting that there is still room for
improvement in building stronger trust.
Although AI provides benefits such as operational efficiency, personalization, and increased
sales, challenges like privacy concerns, high costs, and technical limitations remain significant.
The study concludes that AI will continue to play a vital role in the future growth of e-commerce,
provided businesses focus on transparency, security, and customer trust.