provide a model for an e-commerce system with the impact of artificial intelligence

Purpose: in less industrialized today, competition is as fierce as in e-commerce. not just online and physical stores, but the entire internet space is competing with online retailers. today, ai-based platforms are a vital element for e-commerce success. artificial intelligence in digital marketing plays a constructive role in data-based decisions, because through deep learning (deep learning) can predict user behavior from beginning to end of the purchase path. in today's world, customer behavior has changed. methodology: when a customer feels a need, they first search for it on the internet. accordingly, many e-commerce retailers, with artificial intelligence capabilities, try to integrate textual, visual, and audio capabilities; especially through conversation business to attract more customer attention. retailers because customer needs are growing rapidly; they are always trying to have the best sales. accordingly, if brands want to be more durable, the principle is to consider the needs of customers who are growing rapidly; one of the important priorities is business strategies. findings: therefore, the role of chat bots, which are actually computer programs designed to simulate conversations with human users on the internet, is very important in conversation business”. originality/value: in this study, the effect of artificial intelligence on e-commerce is investigated and the most important functions of this tool are analyzed.