Artificial Intelligence (AI) is reshaping e-commerce, transforming how consumers interact with online platforms and make purchasing decisions. This study conducts a systematic literature review (SLR) using the PRISMA methodology, analyzing research published between 2020 and 2025 to examine AI’s impact on consumer behavior in e-commerce. The findings indicate that AI enhances customer engagement, improves sales conversion rates, and strengthens fraud detection mechanisms. However, concerns regarding algorithmic bias, data privacy violations, and lack of transparency pose significant challenges. The uneven accessibility and implementation of AI technologies contribute to digital inequality, reinforcing disparities across regions and demographics. The study highlights the urgent need for robust regulatory frameworks to ensure ethical AI deployment while maximizing its benefits.