Artificial intelligence (AI) enables new opportunities for business-to-consumer (B2C) ecommerce services, but it can also lead to customer dissatisfaction if customers perceive the implemented service not to be fair. While we have a broad understanding of the concept of fair AI, a concrete assessment of fair AI from a customer-centric perspective is lacking. Based on systemic service fairness, we conducted 20 in-depth semi-structured customer interviews in the context of B2C e-commerce services. We identified 19 AI fairness rules along four interrelated fairness dimensions: procedural, distributive, interpersonal, and informational. By providing a comprehensive set of AI fairness rules, our research contributes to the information systems (IS) literature on fair AI, service design, and humancomputer interaction. Practitioners can leverage these rules for the development and configuration of AI-based B2C e-commerce services.