Journal of Modern Business Administration

In recent years, With the rapid advancement of artificial intelligence (AI) technologies, cross-border e-commerce is undergoing an unprecedented transformation. From product selection and dynamic pricing to customer service and supply chain optimization, AI is progressively permeating the entire cross-border e-commerce value chain, facilitating a strategic shift from "traffic dividends" to "technology dividends." Based on the current global development trends of the e-commerce industry, this paper systematically analyzes the empowering mechanisms and practical outcomes of AI in cross-border e-commerce, focusing on key technologies such as ChatGPT, recommendation algorithms, and image recognition. The findings indicate that AI significantly enhances operational efficiency and market responsiveness, while also providing robust support in multilingual customer service, localized operations, and intelligent marketing. Furthermore, the study emphasizes that AI-driven cross-border e-commerce is evolving toward an intelligent, globally coordinated, and highly efficient model. It concludes by proposing policy recommendations in areas such as AI ethics, algorithm transparency, and cross-border data compliance, with the aim of promoting high-quality and sustainable development of the cross-border e-commerce sector.

Artificial intelligence; Cross-border e-commerce; Big data; Intelligent product selection; AI customer service; Supply chain optimization; Sustainable development