An analysis of how AI is currently applied in e-commerce, based on insights from the Balkan Ecommerce Summit 2026. The article combines practical use cases with a critical perspective on strategy, measurement, and emerging developments such as agentic AI.

Deepfakes and synthetic media are rising fast, blurring the line between real and fake content. This guide explains how AI deepfake detection tools work, where they help most, and how to choose the right fit. Whether you are protecting a brand, securing onboarding, or moderating a platform, the goal is the same: trust the media you see and hear.