• Sandhya Rajput
• Dr Garima Choubey

The integration of Artificial Intelligence (AI) in e-commerce has revolutionized the industry by enhancing personalized shopping experiences, optimizing supply chains, and improving customer service. However, its rapid adoption raises significant concerns regarding consumer privacy and business ethics. While AI empowers businesses to analyze vast amounts of user data for targeted marketing and predictive analytics, it also poses risks such as data breaches, intrusive surveillance, and algorithmic bias. This research paper examines AI in e-commerce as a double-edged sword, evaluating its benefits in driving efficiency and customer satisfaction against its potential threats to privacy and ethical business practices. The study explores key issues, including data security vulnerabilities, lack of transparency in AI decision-making, and the ethical dilemmas of consumer profiling. Additionally, it discusses regulatory frameworks like the GDPR and CCPA that aim to safeguard user data while balancing innovation. By analyzing case studies and industry trends, the paper highlights the need for responsible AI deployment, emphasizing transparency, consent, and accountability. Ultimately, the research argues that businesses must adopt ethical AI practices to maintain consumer trust while leveraging AI’s advantages. The findings aim to contribute to the ongoing discourse on sustainable AI integration in e-commerce, proposing recommendations for policymakers and corporations to mitigate risks without stifling technological progress.

Artificial Intelligence (AI), E-commerce, Consumer Privacy, Business Ethics, Data Security and Algorithmic Bias

"ETHICAL CONSIDERATION AND AI INTIGRATION IN E-COMMERCE", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.12, Issue 8, page no.263-273, August-2025, Available :http://www.jetir.org/papers/JETIRHA06037.pdf

"ETHICAL CONSIDERATION AND AI INTIGRATION IN E-COMMERCE", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.12, Issue 8, page no. pp263-273, August-2025, Available at : http://www.jetir.org/papers/JETIRHA06037.pdf