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Generative AI's impact on the ecommerce industry, positioning it as a fundamental technological disruption. It details the transformative opportunities GenAI offers, such as automating the content supply chain for significant cost savings, enabling intelligent supply chains for better inventory management, and delivering hyper-personalization to boost revenue. Concurrently, the report outlines a serious new threat landscape, warning of rising AI-driven fraud, the erosion of brand integrity through fake reviews and "brand drift," and the technical vulnerabilities of the models themselves. Finally, it stresses that the competitive imperative for ecommerce leaders is not mere adoption, but proactive, governance-first implementation, advocating for robust ethical frameworks and a human-in-the-loop approach to balance innovation with oversight.