Use of AI in Commerce
DOI:
https://doi.org/10.63345/wjftcse.v2.i1.1Keywords:
Artificial Intelligence, E-commerce, Machine Learning, Consumer Behavior, Automation, Data AnalyticsAbstract
AI has already been used to revolutionize the current business landscape by allowing the application of data-driven decision-making, automated customer engagement, as well as personalized marketing. The existing literature has centered on AI applications in e-commerce settings, where they have been proposed to be used in recommender systems, intelligent chatbots, predictive analytics, and personalized marketing solutions to improve consumer experience and make the business more efficient. Although these studies prove that AI has the potential to streamline customer interactions and digital selling performance, various limitations are still present in the existing literature. Current literature tends to focus on platform-based retail applications and immediate marketing performance, little of which is provided on in-depth commercial ecosystems, like supply chain coordination, procurement judgement, and cross-organizational trade procedures. Moreover, the strategic implications associated with the adoption of AI over the long term, especially in the context of consumer trust, ethical management, transparency of algorithms, and sustainability, are not studied properly. This paper seeks to fill these research gaps by discussing the extended purpose of AI in business other than traditional e-commerce platforms. The study examines the effects of AI-based systems on commercial decisions, operational effectiveness, and management of customer relationships and the issues of transparency, data management, and ethical application. The synthesis of literature as well as analytical analysis of AI-enabled business procedures helps to see the emerging patterns and possibilities regarding the responsible use of AI. The results are projected to offer information on how AI can contribute to sustainable business development and consumer confidence and transparency in the digital marketplaces. Closing the gap between technological and strategic thinking, the research paper adds to a more comprehensive perception of the adoption of AI in business and suggests future research directions in smart commercial environments.
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