Ramadevi Puli 02 08 Artificial Intelligence AI has fundamentally transformed digital commerce by reshaping how consumers discover evaluate and purchase products online This paper investigates the impact of AIdriven technologies including recommendation engines chatbots dynamic pricing algorithms predictive analytics and intelligent search on consumer buying behavior in ecommerce environments A descriptive and exploratory research methodology was employed combining primary data from 120 respondents through structured questionnaires with secondary data from published literature industry reports and ecommerce analytics platforms Analysis reveals that 72 of respondents agreed that AIpowered personalized recommendations significantly influence their online purchase decisions while 66 expressed positive satisfaction with chatbotbased customer service interactions Dynamic pricing algorithms were found to induce purchase reconsideration in 41 of respondents raising transparency concerns AIcurated reviews and ratings were trusted by 75 of respondents as influential decision aids Concerns about data privacy and algorithmic transparency emerged as critical barriers to unconditional AI acceptance Findings confirm that AI adoption in digital commerce enhances personalization improves user experience and increases conversion rates while simultaneously introducing ethical imperatives around transparency fairness and consumer data stewardship Copyright (c) Journal of Science Engineering Technology and Management Science. All rights reserved 2026