Impact of Artificial Intelligence and Social Media on E-Commerce

In the today’s digital economy, rapid technological progress has significantly altered the structure of retail markets. Artificial Intelligence (AI) and social media have emerged as the most influential factors driving the growth of e-commerce among these developments. This paper explores the role of AI and social media as interconnected technologies. Artificial Intelligence (AI) and social media enhance online retail operations and consumer engagement. AI enables automation, predictive decision-making and personalized customer experiences, while a social media platform provides real-time interaction and social commerce. This paper shows how the AI integrated with social media improves market efficiency. They reshape online purchasing behaviour of consumers. The findings indicate increased sales performance and customer satisfaction. They also highlight increasing crucial concerns related to data privacy, algorithmic transparency, and ethics to be followed in use of consumer information