ABSTRACT:In recent years, the digital marketplace has witnessed rapid growth through relentless technological innovation. Ecommerce has promised new buying and selling methods. Artificial Intelligence emerged as game changer in redefine the landscape of online retail. This paper critically examines how AI – driven marketing strategies are reshaping e-commerce performance. Extensive literature explored AI technologies, Machine Learning, NLP, Computer Vision and predictive analytics. These technologies supported customer experience, marketing campaign and ecommerce processes. AI adoption is not without challenges. The review identifies various issues like ethical dilemmas, implementation costs, data quality, data leak and security vulnerabilities. After implementing AI-based strategies, the evidences showed notable improvements. Like higher conversion rates, increased brand preference, customer loyalty, stronger buying intentions. The review highlights key trends like AI-enabled marketing, research gap and outlines future directions.

KEYWORDS: E-Commerce, Artificial Intelligence (AI), Digital Marketing, Machine Learning, Predictive Analytics, Content Optimization, AI tools.

A REVIEW OF AI-DRIVEN INNOVATIONS IN DIGITAL MARKETING PLATFORMS AND E- COMMERCE ECOSYSTEM

MR NIKHIL ANANDA JADHAV, MR MANTHAN MAHADEO SAWANT
CENTER FOR DISTANCE AND ONLINE EDUCATION UNIVERSITY OF MUMBAI DHIRAJLAL TALAKCHAND SANKALCHAND SHAH COLLEGE OF COMMERCE,