ARTIFICIAL INTELLIGENCE IN E-BUSINESS – ADVANTAGES AND CHALLENGES

Abstract

E-business, much like other domains of the contemporary economy, isincreasingly shaped by the intensive introduction and application of artificialintelligence across a wide spectrum of tasks, such as automation, data-drivendecision-making, and the enhancement of customer experience. This paperoriginates from the idea of examining the current state of AI implementation indigital commerce by analyzing the global market and identifying both theadvantages and challenges of adopting AI in modern e-business. The study seeksto identify the key benefits of AI adoption, including operational efficiency,revenue growth, personalized services, and enhanced security, as well as theundeniable challenges accompanying the use of advanced digital technologies,specifically high implementation costs, data quality and availability, legalregulations, and employee adaptability. The research emphasizes that thestrategic integration of AI is of critical importance for achieving competitiveadvantage and ensuring long-term growth in digital markets.