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@article{208679,
        author = {Ms. Reena. S},
        title = {The Rise of Artificial Intelligence in Commerce: Opportunities, Challenges, and the Transformation of Modern Business Practices},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {13},
        number = {4},
        pages = {2386-2390},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=208679},
        abstract = {Artificial Intelligence (AI) has emerged as one of the most transformative technologies in contemporary commerce, reshaping the ways businesses interact with consumers, manage operations, analyse markets, and make strategic decisions. From personalized recommendations and automated customer service to predictive analytics, intelligent supply-chain management, fraud detection, and algorithmic marketing, AI has become increasingly integrated into both traditional and digital commercial environments. The rapid development of generative AI has further expanded these possibilities by enabling businesses to produce content, analyse information, communicate with customers, and support creative and managerial processes. However, the integration of AI into commerce also raises significant concerns regarding data privacy, algorithmic bias, employment, cybersecurity, transparency, and the ethical use of consumer information. This article examines the rise of AI in commerce by analysing its major applications, opportunities, challenges, and implications for modern business practices. It argues that AI should not be understood merely as an automation technology but as a broader force transforming the relationship between businesses, consumers, data, and decision-making. The article also considers the importance of responsible AI governance, human oversight, and ethical technological practices in developing a sustainable future for intelligent commerce.},
        keywords = {Artificial Intelligence, Commerce, E-Commerce, Digital Marketing.},
        month = {September},
        }