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The rapid advancement of AI technologies has sparked inquiries across various legal domains, including intellectual property (IP) law. While the impact of AI on copyright and patents has received considerable attention, the influence of AI on EU trademark law is also anticipated. The World Intellectual Property Organization (WIPO) has acknowledged this impact cautiously, recognizing that AI may affect certain aspects of trademark 1law. One significant domain where AI will exert its influence on trademarks is online retail platforms. These platforms have already implemented various AI applications to provide consumers with highly personalized product recommendations. Moreover, AI-driven shopping experiences, facilitated by virtual assistants like Amazon's Alexa, have redefined the role of consumers in the purchasing process, diverging from traditional shopping practices. This thesis aims to explore how the emergence of AI technologies will impact fundamental doctrines of trademark law, including the functions of trademarks, the concept of the average consumer, and the assessment of trademark infringement. Additionally, it seeks to identify the types of AI applications deployed by e-commerce platforms and advocate for necessary actions that EU legislators must undertake to address these implications within trademark law. The findings of this thesis indicate that while many prominent doctrines of EU trademark law will remain relevant amidst the rise of AI technologies, some require re-examination in the context of advanced AI applications. The transformative nature of AI necessitates a comprehensive assessment and potential recalibration of these doctrines to ensure their efficacy in regulating AI-driven environments.