ANALYSIS OF FACTORS AND EXISTING PROBLEMS AFFECTING THE USE OF ARTIFICIAL INTELLIGENCE IN ELECTRONIC COMMERCE SERVICES

Abstract: The rapid development of the e-commerce sector is currently recognized as one of the most important indicators of the digital economy. Artificial intelligence technologies are a fundamental turning point in the evolution of this sector, and are used in a wide range of applications, from modeling customer behavior to dynamic pricing, fraud detection, and personalization systems. This study systematically studies the technological, economic, organizational, and social factors affecting the implementation of artificial intelligence in e-commerce services and provides an in-depth analysis of existing problems.