The rapid growth of artificial intelligence (AI) is reshaping e-commerce by transforming customer interaction, business decision-making, and operational management. This study examines the effectiveness of AI integration in the development of e-commerce in Uzbekistan, with particular attention to personalization, recommender systems, conversational AI, predictive analytics, visual search, dynamic pricing, and logistics optimization. The research is based on a mixed-methods approach combining systematic desk research and expert interviews with representatives of e-commerce platforms, digital transformation specialists, logistics providers, payment experts, and regulatory stakeholders. The findings show that AI-driven personalization is one of the most effective tools for improving customer engagement, shortening purchase decision cycles, and increasing conversion rates. At the same time, social commerce and hybrid human-AI customer support models play an important role in building consumer trust in the Uzbek digital market. However, the full impact of AI adoption is limited by logistics constraints, uneven digital infrastructure, limited AI talent, and emerging data-governance challenges. The study concludes that successful AI integration in Uzbekistan’s e-commerce sector requires coordinated investment in digital infrastructure, payment systems, logistics modernization, AI skills development, and transparent regulatory mechanisms. These measures can support more inclusive, efficient, and sustainable growth of the national digital economy.