لخّصلي

When most people think of AI, they automatically think of science fiction.Many might believe AI is something that belongs in the future, but in truth, most individuals come into contact with it multiple times each day.

When most people think of AI, they automatically
think of science fiction. Many might believe AI
is something that belongs in the future, but in
truth, most individuals come into contact with
it multiple times each day. Research on artificial
intelligence was indeed put on hold for several
decades, a phenomenon known as “AI winter.”
In 1956, Artificial intelligence was coined by
John McCarthy, father of AI (Andresen, 2002;
McCarthy et al, 2006), has evolved over time and
found its way into various business processes
AI encompasses data mining, natural language
processing (NLP), and machine learning (ML),
including deep learning (Davenport, 2020;
Nichifor, Trifan & Nechifor, 2021). Investment
in AI startups has increased significantly, with
AI expected to generate up to $15.7 trillion in
the global economy by 2030 (Holmes, 2019;
PwC, 2021). Therefore, artificial intelligence in
e-commerce is a game-changing technology that
is altering the face of online buying.
The adoption of AI technologies can lead to
competitive advantages by enhancing customer
experiences and engagement (Israfilzade, 2021).
However, there are concerns about AI causing
massive unemployment, though it is more likely
that AI will augment human labour rather than
entirely replace it.
Although some markets, industries, and
businesses are further along in their development
than others, AI as a whole is still in an extremely
early stage of development at this point
(Israfilzade, 2020; 2021). Emerging markets have
the ability to overcome their more established
competitors from a macroeconomic standpoint,
which is an opportunity for these countries.
The combination of human and artificial
intelligence is referred to as augmented
intelligence (Webb, 2019). While AI applications,
such as virtual assistants, bots, and machine
learning, have disrupted various industries,
the potential for collaboration between humans
and machines is tremendous (Israfilzade, 2020;
2021). Technologies can create new tasks, expand
existing sectors, and rearrange occupational
tasks, rather than merely automating existing
systems. As AI technologies continue to develop
and integrate into society, the focus should be on
leveraging the unique strengths of both humans
and machines to create a more efficient and
innovative future.
Therefore, it is evident that AI has emerged as a
powerful tool for boosting sales and optimizing
operations (Samek, Wiegand & Müller, 2017,
Borges et al., 2021; Israfilzade, 2021). Even smaller
online retailers have begun adopting technology
with AI capabilities. According to PwC (2021),
the most substantial economic benefits from
AI in the coming years will likely arise from
increased productivity in e-commerce, achieved
by automating routine tasks and enhancing
employee skills. Industries like manufacturing
and transportation, which involve numerous
operational processes amenable to automation,
are expected to experience the most significant
productivity gains from AI.
In light of the theoretical foundation that
pertains to the co-creation of customer value
in e-commerce, it is now understood that
AI can act as a value-creation source within
this setting (Samek et al., 2017; Melović et al.,
2020; Soni, 2020; Huang & Rust, 2021a; 2021b;
Panigrahi & Karuna, 2021; Nimbalkar & Berad,
2021; Moura, Reis & Rodrigues, 2021; Borges
et al., 2021; Nichifor et al., 2021; Bawack et al.,
2022). However, given the dynamic nature of
this industry, it constantly evolves through the
introduction of new e-commerce applications.
Stated differently, two decades ago, AI-powered
e-commerce apps were scarce and contributed
minimally to value creation. Reflecting on the
theoretical exposition, modern AI has started to
diversify significantly. This paper reviews the
literature thoroughly to discuss various modes
of value creation attributed to the application of
AI. These categories include AI Personalization,
Intelligent Product Recommendations, Improved
Products & Services, Supply Chain Efficiency,
Advertising & Sales, Enhanced Customer
Service, Product Content Management, Visual &
Voice Search, and Dynamic Pricing Optimization
(Table 1). Therefore, the table below shows the
classification of these categories and the relevant
studies supporting each category.
From the given table 1, it’s evident that AI
has a significant impact on various aspects of
e-commerce, ranging from personalization to
supply chain management. Here are a few key
observations