BACKGROUND: Hepatocellular carcinoma (HCC) remains a leading cause of cancer-related mortality worldwide, with early detection playing a crucial role in improving survival rates. Artificial intelligence (AI), particularly in medical image analysis, has emerged as a potential tool for HCC diagnosis and surveillance. Recent advancements in deep learning-driven medical imaging have demonstrated significant potential in enhancing early HCC detection, particularly in ultrasound (US)-based surveillance. METHOD: This review provides a comprehensive analysis of the current landscape, challenges, and future directions of AI in HCC surveillance, with a specific focus on the application in US imaging. Additionally, it explores AI's transformative potential in clinical practice and its implications for improving patient outcomes. RESULTS: We examine various AI models developed for HCC diagnosis, highlighting their strengths and limitations, with a particular emphasis on deep learning approaches. Among these, convolutional neural networks have shown notable success in detecting and characterising different focal liver lesions on B-mode US often outperforming conventional radiological assessments. Despite these advancements, several challenges hinder AI integration into clinical practice, including data heterogeneity, a lack of standardisation, concerns regarding model interpretability, regulatory constraints, and barriers to real-world clinical adoption. Addressing these issues necessitates the development of large, diverse, and high-quality data sets to enhance the robustness and generalisability of AI models. CONCLUSIONS: Emerging trends in AI for HCC surveillance, such as multimodal integration, explainable AI, and real-time diagnostics, offer promising advancements. These innovations have the potential to significantly improve the accuracy, efficiency, and clinical applicability of AI-driven HCC surveillance, ultimately contributing to enhanced patient outcomes.