Artificial intelligence has become a central driver in the evolution of e-commerce, transforming how products are presented, how customers interact with platforms, and how business decisions are made. Modern e-commerce systems use AI algorithms to analyze user behavior and preferences, enabling personalized product recommendations that increase conversion rates and customer satisfaction. Machine learning models process large volumes of browsing and transaction data to optimize pricing strategies and inventory management. In addition, AI-powered chatbots provide continuous customer support, answering questions and assisting purchasing decisions in real time. AI is also widely used in fraud detection by identifying unusual transaction patterns in online payments. It further contributes to supply chain optimization and demand forecasting. However, successful AI adoption in e-commerce requires strong data privacy practices and transparent algorithms to maintain user trust and ensure sustainable digital growth.