Artificial Intelligence (AI) is an extremely relevant factor in the strategic growth of companies and therefore already plays a central role in international digital commerce. Multinational companies have entered a new era of opportunities, with predictive analytics, mass personalization, and optimization of logistical processes. Thus, this study aims to delve deeper into how technological evolution has impacted online marketing practices and how AI has redefined the relationship between companies and their audience, enabling rapid adaptation to different cultural and economic contexts around the world and achieving greater accuracy and efficiency. To this end, the research is based on a literature review that analyzes corporate behavior in the face of this technological strengthening and, through qualitative research, identifies opportunities for exponential growth, as well as management challenges, including serious ethical and data security risks for consumers, along with the challenge of training leadership teams to work effectively with AI. To deepen the practical analysis, a case study on Nike is presented, showing how the company has been impacted by these transformations and, according to projections, will have 47.70 percent of its revenue coming from digital commerce by 2030 (NIKE, 2024). It is concluded that a deeper understanding of new Artificial Intelligence technologies is essential for companies seeking internationalization, aiming to integrate their different channels and address security gaps to build brands that earn consumer trust.