Fusion: Practice and Applications FPA 2692-4048 2770-0070 10.54216/FPA https://www.americaspg.com/journals/show/3071 2018 2018 Information Technology Department, Faculty of Computing and Information Technology, King Abdulaziz University, Jeddah 21589, Saudi Arabia; Faculty of Tourism, King Abdulaziz University, Jeddah 21589, Saudi Arabia Nasser Nasser The emergence of e-commerce is introduced in the golden era. E-commerce product reviews are comments generated by customers of online shopping to estimate the service and product qualities having purchased; these remarks aid users in identifying the facts of the product. The sentiment polarity of e-commerce product analyses is the optimal method to get consumer opinions on a service or product. Hence, sentiment analysis (SA) of product remarks on e-commerce platforms is much more influential.  Deep learning (DL) analysis of online consumer feedback can identify user behavior toward a sustainable future. Artificial intelligence (AI) can acquire perceptions from product evaluations to develop efficient products. The main challenge is that numerous ethical products do not satisfy customers’ expectations owing to the gap among users’ expectations and their perception of sustainable products. This paper focuses on the design of the Fusion of Artificial Intelligence Deep Learning Model for Product Reviews on E-Commerce (FAIDLM-PREC) model. The main intention of FAIDLM-PREC method is to appropriately distinguish the dissimilar types of sentiments that occur in the e-commerce reviews.  Initially, data preprocessing is executed to increase the product review quality with Glove based word embedding method. For product reviews classification, the FAIDLM-PREC approach evolves fusion of dual DL methods namely Bidirectional Long Short‐Term Memory (Bi-LSTM) and gated recurrent unit (GRU) methods. Eventually, the parameters relevant to the two DL methods are perfectly modified utilizing the Archimedes optimization algorithm (AOA). An extensive experiment of the FAIDLM-PREC technique was conducted utilizing customer review database and outcomes indicated that the FAIDLM-PREC technique highlighted betterment over other recent methods to several measures. 2024 2024 190 201 10.54216/FPA.160212 https://www.americaspg.com/articleinfo/3/show/3071