EXPLORING THE IMPACT OF ARTIFICIAL INTELLIGENCE AND MACHINE LEARNING ON MODERN COMMERCE

Abstract

The integration of Artificial Intelligence (AI) and Machine Learning (ML) is transforming the landscape of modern commerce, enhancing business processes, and enabling data-driven decision-making. This paper investigates the multifaceted impact of AIML technologies on commerce, examining applications in customer personalization, supply chain management, predictive analytics, and process automation. Through in-depth case studies of global companies such as Amazon, Walmart, Alibaba, and Target, along with insights from smaller retail and logistics businesses, the study highlights AIML's role in improving customer engagement, operational efficiency, and cost savings. This paper emphasizes the importance of ethical guidelines and transparent frameworks to address these challenges and foster responsible AI use. Findings suggest that while AIML can significantly enhance commercial processes, organizations must invest in infrastructure and ethical strategies to fully realize AIML’s potential and mitigate risks. This paper examines the transformative role of Artificial Intelligence (AI) and Machine Learning (ML) in modern commerce, focusing on their applications in customer insights, supply chain management, process automation, and predictive analytics.