Abstract: The generative artificial intelligence technology represented by ChatGPT holds significant value in empowering the talent cultivation of e-commerce specialty, such as enriching teaching methods of professional courses, enhancing students' autonomous learning ability, and enriching teaching content with cutting-edge professional knowledge. On the basis of fully assessing and circumventing issues such as data privacy leakage risks of generative artificial intelligence, the impact on the main position of teachers in education, and technological path dependence, we can explore and promote the transformation of the talent cultivation paradigm for the e-commerce specialty from aspects such as establishing new concepts of talent cultivation for the e-commerce specialty in the digital era of higher vocational education, constructing a new system of talent cultivation for the e-commerce specialty empowered by artificial intelligence technology, and establishing teaching models for the e-commerce specialty that adapt to the development of new-quality productivity.