In E-commerce sectors, the role of humans is less than the role of technologies in modern era, as it’s more about learning algorithms. The digital transformation and growth of software make the e-commerce industry more convenient. Artificial Intelligence (AI) can impact the business functions of organizations very effectively. Data mining which is a component of AI help to gathering of both current and future data for correct predictions. Machine Learning (ML) is a subfield of AI analysis using the collection of algorithms to apply experience and provide some methods to solve particular problems. Many companies use AI and ML to give better user experiences and also improve their product selection. Due to AI, we get more targeted marketing and advertising. More advanced Artificial Intelligence and Machine Learning enabled deep personalization techniques to customize content by the user. By analysing data from purchase history and customer searches and company always notify the products by showing notifications, and emails to the customers. Delivering targeted marketing and advertising messages for their customers can increase retention. The targeting of products for a particular audience is mainly derived from customer searches and purchasing history. This study provides an analysis of artificial intelligence in the E-Commerce sector