Innovative Development and Efficiency Increase of Electronic Commerce Services Based on Artificial Intelligence Technologies in the Digital Economy

The introduction of intelligent digital technologies is one of the important factors in increasing the efficiency of electronic commerce services in the digital economy. The purpose of this study is to analyze the economic mechanisms of innovative development of electronic commerce systems, identify the main factors affecting efficiency based on international experience, and develop development directions suitable for the conditions of Uzbekistan. The study used methods of systematic literature analysis, comparative statistical analysis, bibliometric approach, and comparison of international platform performance indicators. The analysis revealed that digital intelligent solutions have a significant impact on increasing transaction speed on electronic commerce platforms, reducing logistics costs, reducing the risk of fraud, and improving the quality of individual service for consumers.
It was also proven that the efficiency of electronic commerce is directly dependent on the quality of data, the level of development of digital infrastructure, the institutional environment and management mechanisms. At the end of the study, a step-by-step transformation model was proposed aimed at modernizing the electronic commerce system of Uzbekistan. The proposed approach serves to increase the competitiveness of the national electronic commerce ecosystem.