Shevchuk, AndriiPoliak, KaterynaPavlova, ValentynaRomanenko, OlesiaPopov, Andrii2026-06-222026-06-222026Shevchuk, A., Poliak, K., Pavlova, V., Romanenko, O., & Popov, A. (2026). Using artificial intelligence to evaluate ESG indicators in HR practices. ITEGAM‑JETIA, 12(59), 376–383. https://doi.org/10.5935/jetia.v12i59.345410.5935/jetia.v12i59.3454https://dspace.e-u.edu.ua/handle/123456789/1953Digital transformation is a determining factor in the development of the modern economy and a key vector of modernization of business processes in the field of e-commerce. Its relevance is due to the growing role of innovative technologies, in particular artificial intelligence (AI), in shaping the competitive advantages of enterprises. The purpose of the study is to examine the impact of digital transformation and artificial intelligence tools on e-commerce management strategies, and the object is e-commerce business processes in the digital economy. The theoretical basis of the work is the modern concepts of strategic management, innovative development and the digital economy. The study found that AI acts as a catalyst for business innovation, providing automation of key processes, personalization of consumer experience, and increasing the efficiency of marketing strategies and logistics. Using the example of world leaders, the article demonstrates that AI integration allows not only to optimize operating costs but also to form new business models based on predictive analytics and intelligent algorithms. The practical significance of the results lies in the identification of strategic guidelines for e-commerce enterprises seeking to adapt to the challenges of the digital economy, in particular in the implementation of customer-centered and innovative management strategies. This creates the basis for strengthening the competitiveness of businesses in both the domestic and global markets.enArtificial intelligenceBusiness process optimizationDigitalizationE-commerceEconomyEfficiencyInnovationManagementResultArticle