La Inteligencia Artificial En El Comercio Electrónico: Riesgos De Seguridad Y Estrategias Para La Protección De Datos En La Era Digital

Abstract

This study examines the security risks associated with Artificial Intelligence (AI)-based personalization in e-commerce, aiming to protect user privacy without negatively impacting customer experience. A qualitative, exploratory, and descriptive methodology was used, specifically structured around documentary analysis of relevant secondary sources, including specialized scientific literature, key international regulations (General Data Protection Regulation (GDPR) and California Consumer Privacy Act (CCPA), and selected case studies. The documentary analysis focused on identifying the primary security threats arising from the intensive use of personal data in AI systems, highlighting unauthorized exposure of sensitive information, algorithmic manipulation of consumer behavior, and challenges related to regulatory compliance. Additionally, specific strategies were proposed to mitigate these risks, including advanced data encryption implementation, increased transparency in utilized algorithms, and proactive reinforcement of legal and regulatory compliance. The findings underscore that a balanced integration of technology, ethical principles, and regulations is essential for achieving secure and sustainable personalization in e-commerce. Finally, this research provides practical recommendations aimed at helping companies align technological innovation with high security standards, thus strengthening user trust and improving business competitiveness in today's digital environment.