This paper researches how personalization affects the business of e-commerce in the conditions of the digital economy. Personalization in e-commerce refers to the use of data collected through technologies such as big data analysis (big data) and artificial intelligence (AI) with the aim of improving the user experience, increasing customer satisfaction and increasing sales and revenue. Artificial intelligence has become an indispensable tool in personalization, being applied in various strategies such as predictive analytics, targeted ads, voice search and other methods. The use of artificial intelligence facilitates operational processes and accelerates business decision-making, thereby achieving greater efficiency and agility in business. The paper analyzes the significance of personalization and its impact on ecommerce with an emphasis on how technology development and the application of artificial intelligence enable easier access to user data, including user behavior, transaction history and time spent on a specific page. This data plays a key role in making purchasing decisions. Through a case study, the paper will show personalization strategies that contribute to business development and how they are implemented in leading e-commerce such as Amazon. Personalization has become a necessary tool for differentiation from the competition, attracting potential customers and retaining existing ones. It is emerging as a key success factor in the digital market. The paper provides guidelines for the effective application of personalization in order for e-commerce to achieve positive business results, emphasizing the importance of continuous monitoring and adaptation of strategies in accordance with technological progress and changes in user behavior. This comprehensive overview highlights that personalization has become a central element of successful ecommerce, enabling companies to better understand and meet the needs of their customers, thus ensuring long-term growth and competitiveness in the market.