Generative AI in E-Commerce: Evolution, Applications, Challenges, And Strategic Pathways

Abstract : Generative AI is reshaping e-commerce. Now it’s driving hyper-personalized marketing, expediting the rate of content creation, enabling predictive analytics and even helping to deliver better customer experiences. Extending existing academic work, this paper examines how these systems influence personalization, customer journeys, automation, product design, and digital marketing strategy at online retail. To do this, it bridges articles about tools like ChatGPT and the related generative models with papers on consumer-brand engagement marketing use cases equivalent marketing supply chain connections AI-driven personalization., the GenAI increases operational effectiveness, heightens consumer involvement and generates a ramified decision-making process, but it also provides many ethical concerns such as privacy issues or trust. This conceptual paper explains the evolution, tools, application, implementing generative AI in ecommerce, challenges, strategies to overcome the core challenges, future of Generative AI.