This study explores the role of big data analytics and artificial intelligence (AI) in enhancing digital business models for e-commerce. By integrating big data and AI technologies, we assess the impact of personalized recommendations on customer experience and business model innovation. The results indicate that AI-driven personalized recommendations significantly improve customer engagement and conversion rates, particularly among high-value and active customer segments. The findings suggest that differentiated marketing strategies based on customer segmentation can optimize resource allocation and enhance overall business performance. The study also provides practical implications for e-commerce companies seeking to leverage AI and big data for improved customer management and decision-making.