Zhang
Artificial intelligence (AI) has become a game-changing influence in e-commerce, reshaping the way businesses inter act with customers and increasing operational efficiency. In today’s digital era, AI technologies are being progressively embedded into e-commerce platforms to enhance the user experience, improve processes, and drive business growth. One of the primary areas where AI demonstrates its potential is in personalized product recommendations. This study explores the development of AI-driven recommendations regarding product design, sales, and customer experience in e-commerce environments. The research employs a quantitative approach to explore how AI technologies can enhance various facets of online retail. Using purposive sampling, 439 consumers and 356 sellers from diverse regions of China participated in an online survey designed to gather insights into their interactions with AI-driven recommendations. Data analysis was rigorously conducted using Lisrel 10.20 and Smart PLS 3 software, focusing on validating hypotheses related to AI’s influence on consumer behavior and business outcomes. Key findings include AI’s significant role in boosting productiv ity, enhancing sales figures, and enriching consumer experiences through personalized recommendations. This research provides a deeper insight into AI’s potential in e-commerce and provides recommendations for businesses focused on using AI technology to increase user engagement and increase sales in digital marketing.