THE ROLE OF ARTIFICIAL INTELLIGENCE IN TRANSFORMING E-COMMERCE

ABSRACT:Artificial Intelligence (AI), as a tool, holds importance in the development of the ecommerce industry. The current study aims to explore the impact of AI tools likerecommendation systems, chatbots, and fraud detection systems on e-commerce business.The current research is based on both primary and secondary data. Primary data was collectedthrough questionnaires from 75 respondents, and secondary data was collected throughvarious journals and reports. The statistical tools used in this research are percentage analysisand chi-square tests. From the current research, it is concluded that AI holds importance inthe development of e-commerce business. The conclusion drawn from this research is that AIholds significance in terms of improving the productivity of e-commerce business.