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Artificial Intelligence and Machine Learning are emerging technologies that are now used by different businesses to enhance the customer experience. The use of these technologies has provided many opportunities to organizations to boost their market performance. The research paper aims to understand the impacts and applications of Artificial Intelligence and Machine Learning in the E-commerce sector and how one can leverage e-commerce business performance using these technologies. A qualitative analysis approach was taken. Literature review was used to analyze the academic documents written and published in peer-reviewed scientific journals. The study will help E-commerce players to understand consumer behavior and patterns and personalize the shopping experience. And how predictive analytics can be combined with these technologies to increase their performance in terms of Sales and Revenue Growth, Customer Experience, Customer Acquisition and Retention. [ABSTRACT FROM AUTHOR]

The purposes of the research is to explore of the application of artificial intelligence in E-Commerce have changed the patterns in the buying behavior of customers, the different sectors using AI, the Intelligent systems and mechanisms, the benefits and threats in using AI in E-Commerce, different AI tools used to analyze the behavior and patterns of consumers. Artificial intelligence is playing an important role and creating a huge impact in every industry, business and many organizations. It is one of the main drivers of many emerging technologies which is making a huge impact in every aspect, wherever it is being implemented. Artificial Intelligence has now become one of the key components in the E-Commerce industry. Many E-Commerce businesses started implementing different artificial intelligence tools for understanding the buying behaviors of customers, visual searches, chat bots, analyzing to make strategies, retargeting etc. Artificial intelligence has optimized the potential of the E-Commerce industry and had opened many new paths in improving the customer experience, analyzing the patterns of consumer behaviors. This industry is evolving with the application of artificial intelligence unleashing its capacity to leverage the business. It totally changed the way retailers sell their products and services and also the customers who consume their products and services. Artificial Intelligence is also helping the business to increase its brand reputation by providing many a better delivery of services. [ABSTRACT FROM AUTHOR]