Within the last few years, we have witnessed fast development and increased usage of artificial intelligence technologies in different areas of activity, including e-commerce. The use of AI in this area opens completely new opportunities for the optimization of processes, improvement of customer service, and personalization of offers. However, with the new opportunities, new challenges appeared, and among them, there are some that are concerned with the legal aspects of using AI. AI can analyse the behaviour of users on websites, their preferences, and purchase history to offer products and services that would best match customer interest. AI chatbots, deployed for user communication, would greatly reduce response time in case of user queries and enhance the quality of service. It enables the analysis of vast amounts of data for process optimization in logistics for cost savings and expedited delivery to customers. Machine learning algorithms analyse markets and trends to enable firms to respond quickly and with agility regarding demand fluctuations and thus change their product assortment accordingly. In e-commerce, the biggest challenge is ensuring users’ personal information remains private and secure with AI. Any processing of personal data needs to adhere to GDPR and local regulations. Applications of AI content creation, images, and music infringe copyright when algorithms create works with existing characteristics. One of the most crucial aspects is determining liability for a firm’s actions and decisions taken by AI. Such issues include inappropriate big data analysis or decision-making defects that violate users’ rights and interests. Artificial intelligence has great potential to improve the efficiency and quality of e-commerce service provision. However, the full integration of AI into this sphere is only possible by developing a proper legal framework that will ensure data protection, respect for copyrights, and correct liability adjustment. Solving these problems will contribute to maximising AI’s potential and minimising possible risks of its use in e-commerce.