Artificial Intelligence in E-commerce and Digital Marketing: A Systematic Review of Opportunities, Challenges, and Ethical Implications

The transformative power of AI has only just begun to redefine how businesses function and relate to their customers within e-commerce and digital marketing. In fact, AI really does help firms adjust to changes in consumer preference and market fluctuations by improving operational efficiencies. Big data analytics, aided by artificial intelligence, really boosts the understanding of the customer journey-hence, optimizing and finally allowing for tailor-made marketing campaigns in real time. This leads to great growth for the business. The COVID-19 pandemic pushed companies into adopting AI-driven solutions in the quest for their resilience; this consequently led to an increase in the need for effective digital marketing strategies. E-commerce activities are integrated with artificial intelligence in order to better understand consumer behavior, support market dynamics forecasting, and enhance risk management strategies. Hence, it becomes an indispensable aspect. It is relevant that ethical frameworks and further research address the problems of data privacy and scalability in order to optimize the intrinsic potential of AI. A focus on innovative applications of AI, alongside interdisciplinary collaboration, can empower an organization to develop genuinely inclusive and effective marketing strategies. Embracing the AI-driven initiatives, this will result in long-term relationship building with the customer for growth in a sustainable manner and maintaining competitiveness at an exponential pace in changing digitization.