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The paper explores the integration of artificial intelligence in e\u2010commerce, focusing on the ethical and regulatory implications introduced by the EU AI Act. This legislative framework aims to ensure the responsible deployment of AI by classifying AI systems into risk categories and imposing compliance requirements. It also underscores both the opportunities and challenges that AI presents to businesses, particularly in enhancing consumer experiences through automation and data\u2010driven decision\u2010making processes. The paper provides a comprehensive review of the AI landscape in Europe, analyzing the impact of the EU AI Act, particularly on small and medium\u2010sized enterprises and startups. Through a mixed\u2010methods approach, the study investigates how regulatory compliance may influence business innovation, market competitiveness, and consumer trust. The recommendations proposed aim to develop a trustworthy AI ecosystem that could stimulate long\u2010term growth and enhance the global positioning of small European businesses.<\/jats:p>","DOI":"10.1002\/aaai.70039","type":"journal-article","created":{"date-parts":[[2025,11,4]],"date-time":"2025-11-04T18:15:56Z","timestamp":1762280156000},"update-policy":"https:\/\/doi.org\/10.1002\/crossmark_policy","source":"Crossref","is-referenced-by-count":2,"title":["Artificial intelligence and the impact of the EU AI Act in business organizations"],"prefix":"10.1002","volume":"46","author":[{"given":"Marc Selgas","family":"Cors","sequence":"first","affiliation":[{"name":"EAE Business School  Barcelona Spain"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0003-1529-3451","authenticated-orcid":false,"given":"Renata","family":"Thi\u00e9baut","sequence":"additional","affiliation":[{"name":"AI Global Exchange Forum  Dubai UAE"}],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"311","published-online":{"date-parts":[[2025,11,4]]},"reference":[{"key":"e_1_2_8_2_1","doi-asserted-by":"publisher","DOI":"10.1038\/s41746\u2010024\u201001232\u20103"},{"key":"e_1_2_8_3_1","doi-asserted-by":"publisher","DOI":"10.1163\/15718093\u201012346012"},{"key":"e_1_2_8_4_1","doi-asserted-by":"crossref","unstructured":"Abu Reemah A.2023 \u201cInnovations in e\u2010commerce development and the potential disruptive features.\u201d in2023 International Conference on Electrical Engineering and Informatics (ICEEI).1\u20136 Bandung WJ:IEEE.https:\/\/doi.org\/10.1109\/ICEEI59426.2023.10346640","DOI":"10.1109\/ICEEI59426.2023.10346640"},{"key":"e_1_2_8_5_1","doi-asserted-by":"publisher","DOI":"10.1007\/s10796\u2010021\u201010186\u2010w"},{"key":"e_1_2_8_6_1","unstructured":"Amazon Web Services. n.d.What is Rekognition? 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