Artificial Intelligence (AI) has become a fundamental aspect of the modern e-commerce sector. Businesses can now better understand customer actions through the analysis of their behavior, while also allowing for more streamlined internal functions and enhanced personalization of customers’ buying experience. This paper will examine the methods for maintaining ethical governance for e-commerce operations that utilize AI to a large extent. The purpose of this research is to determine how successful companies can establish methods for ensuring accountability and transparency for the AI systems that they use, so that their customer data is utilized ethically and equitably. To support its analysis, the study utilizes a case-based methodology to investigate how small e-commerce businesses can develop appropriate ethical guidelines to implement AI into their product recommendation and advertising strategies. The results of this study support the need for strong AI governance, appropriate privacy protection protocols, and committed human monitoring to develop customer confidence and ensure that e-commerce businesses are successful in the future. The findings of the study demonstrate that, by establishing a commitment to ethical practices and providing adequate transparency, ecommerce companies can achieve the optimal balance between technological advancement and social responsibility.
Ahmad et al. (Sat,) studied this question.