This thesis examines the ways in which the world's leading online stores apply different types and tools of artificial intelligence, both within the online stores themselves and in the entire electronic business. Electronic business implies digital execution of transactions and processes within the company. Due to its close connection with technology, electronic business contains significant potential for the application of artificial intelligence in various areas of business. The evolution of electronic business on the Croatian market received a significant shift with the accession of the Republic of Croatia to the European Union and the consequent adoption and monitoring of the Digital Strategy of the European Commission. Artificial intelligence is defined as the branch of computer science that seeks to develop a simulation of human intelligence, and beyond that, computers that are designed to behave and think like humans. The potential of applying artificial intelligence as part of electronic business has also been recognized by large international companies. The leading companies in the online trade market: Amazon, eBay, Alibaba, Walmart and Etsy, have invested in the development of their own artificial intelligence algorithms in order to speed up, simplify and optimize the business processes and components of their online stores. By investing in and applying artificial intelligence, the aforementioned companies increased the satisfaction of their customers, which contributes to the ultimate goal of every business - increasing profits, which ensures that they maintain their position as the most profitable companies engaged in electronic commerce. The further development of artificial intelligence for the purposes of improving online stores is inevitable, and the application of artificial intelligence gives a comparative advantage in the market, enabling companies to process a large amount of data that they can use to their advantage. Various types of data are the main drive of artificial intelligence, which makes them a very valuable resource for companies, which is why some ethical questions are raised about the way they are collected, analyzed and used.