AI and GenAI are transforming e-commerce by enhancing customer experiences, streamlining operations, and boosting sales, with applications such as personalized product recommendations, chatbots for customer service, and dynamic pricing strategies help retailers tailor offerings to individual shoppers. Additionally, AI-driven analytics provide deeper insights into consumer behaviour, enabling smarter marketing and inventory decisions. This session will showcase how AI is making online shopping more efficient, personalized, and data-driven, through industry & Coupang case studies.