ROLE OF ARTIFICIAL INTELLIGENCE AND MACHINE LEARNING IN E-COMMERCE: A LITERATURE REVIEW
Currently, the development of digital technologies is gathering pace. Artificial intelligence is becoming more and more popular. The paper aims to create a literature review that would describe the essence of e-commerce, artificial intelligence, machine learning and their advantages. Moreover, the p...
| Autores: | , , |
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| Tipo de recurso: | artículo |
| Fecha de publicación: | 2025 |
| País: | España |
| Institución: | Universidad de Salamanca (USAL) |
| Repositorio: | GREDOS. Repositorio Institucional de la Universidad de Salamanca |
| OAI Identifier: | oai:gredos.usal.es:10366/162543 |
| Acceso en línea: | http://hdl.handle.net/10366/162543 |
| Access Level: | acceso abierto |
| Palabra clave: | e-commerce artificial intelligence machine learning electronic commerce customer |
| Sumario: | Currently, the development of digital technologies is gathering pace. Artificial intelligence is becoming more and more popular. The paper aims to create a literature review that would describe the essence of e-commerce, artificial intelligence, machine learning and their advantages. Moreover, the paper evaluates the importance of artificial intelligence and machine learning and points out the possibilities of their use in e-commerce based using available studies on these issues as a basis. The research is based on secondary data analysis. E-commerce companies aim to influence the behaviour of customers and make them purchase advertised products. In this regard, the use of innovative tools powered by artificial intelligence and machine learning appears to be the right solution. However, online retailers must face several challenges when implementing artificial intelligence in their business. These are internal barriers at the level of management of the organization, employees, or business processes, but also external barriers such as a lack of qualified workers, technical infrastructure or low awareness. Ultimately, however, the implementation of artificial intelligence systems in an e-commerce business seems to be beneficial and leads to success. |
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