Affiliation:
1. Kochi Business School, India
2. Vimala College, India
Abstract
The application of artificial intelligence in e-commerce has emerged as a crucial element for the growth of various businesses, elevating the customer experience. Thus, to establish a competitive edge in this e-commerce scenario, it is imperative that online merchants stay updated with the latest marketing strategies and trends. This chapter examines the role of AI in e - commerce, explores the aspects resulting in its adoption, and investigates its impact on e-commerce. This study adopted a qualitative research design by reviewing the existing literature and explicates models for artificial intelligence in the e - commerce industry. Through a review of relevant literature and case studies, this paper argues that artificial intelligence can provide business with a competitive advantage by the following.The primary implications of artificial intelligence are that it can help companies to optimize revenue.