The HBR Pulse Survey shows AI is becoming essential for e-commerce growth, with 70% of executives calling it critical and 65% prioritizing generative AI. Adoption is still early, with 40% using AI and 31% using gen AI, mainly for chatbots, on-site search, and marketing content. Benefits include 69% reporting efficiency gains, 48% reduced costs, and 46% better use of customer data. Yet barriers like data privacy (52%), talent shortages (38%), and integration challenges (31%) slow progress. Experts stress blending human oversight with AI, strong leadership, and clean data governance to build personalized, relevant, and trustworthy digital experiences.

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