Систематизація досліджень з використання штучного інтелекту в трансформації маркетингових стратегій підприємств електронної комерції

Анотація

У статті досліджується роль штучного інтелекту (ШІ) у трансформації маркетингових стратегій підприємств електронної комерції. Систематизовано можливі напрямки використання ШІ в різних інструментах цифрового маркетингу підприємств електронної комерції. Розглянуто основні переваги впровадження ШІ, серед яких аналіз великих даних для виявлення трендів, персоналізація маркетингових кампаній, автоматизація процесів, а також покращення клієнтського досвіду. Доведено, що ШІ дозволяє підприємствам швидко адаптуватися до змін на ринку, прогнозувати попит і вдосконалювати ефективність рекламних кампаній у реальному часі. Особливу увагу приділено рекомендаційним системам, які оптимізують користувацький шлях, і алгоритмам машинного навчання для обробки великих даних. У статті також аналізуються перспективи впровадження ШІ та виклики, пов’язані з конфіденційністю даних і складністю інтеграції технологій. Інтеграція ШІ у маркетинг визначається як важливий інструмент для забезпечення конкурентоспроможності підприємств на ринку електронної комерції.

Ключові слова: електронна комерція, штучний інтелект, маркетингові стратегії, діджитал маркетинг, великі дані

DOI: 10.15276/mdt.8.4.2024.8

1. Bawack, R. E., Wamba, S. F., Carillo, K. D. A., & Akter, S. (2022). Artificial intelligence in e-commerce: A bibliometric study and literature review. Electronic Markets. URL: https://link.springer.com/article/10.1007/s12525-022-00537-z


2. Aravindhan, G., Vemuri, V. P., Singh, N. R. A., Jain, A., Kancherla, D. B., & Kanakamma, T. (2023). Precision marketing strategy for e-commerce by using artificial intelligence technology. Journal of Innovation and Emerging Research. URL: https://jier.org/index.php/journal/article/view/310/314


3. Soni, V. D. (2020). Emerging roles of artificial intelligence in e-commerce. SSRN Electronic Journal. URL: https://papers.ssrn.com/sol3/papers.cfm?abstract_id=3648698


4. Bielozorov, A., Bezbradica, M., & Helfert, M. (2019). The role of user emotions for content personalization in e-commerce: Literature review. In Information Systems and Applications. URL: https://link.springer.com/chapter/10.1007/978-3-030-22335-9_12


5. Ahmed, M. (2024). Assessing AI-powered personalization strategies for mid-sized Finnish fashion e-commerce: Enhancing consumer engagement and conversion rates. Theseus. URL: https://www.theseus.fi/handle/10024/858274


6. Jiang Xi Normal University. (2022). Applying AI & big data in e-commerce industry. IJIT Journal. URL: https://d1wqtxts1xzle7.cloudfront.net/82080977/IJIT_V8I2P1-libre.pdf


7. El Falah, Z., Rafalia, N., & Abouchabaka, J. (2021). An intelligent approach for data analysis and decision-making in big data: A case study on e-commerce industry. IJIT Journal. URL: https://d1wqtxts1xzle7.cloudfront.net/113688333


8. Nimbalkar, A. A., & Berad, A. T. (2021). The increasing importance of AI applications in e-commerce. VIIRJ. URL: https://www.viirj.org/vol13issue1/56.pdf


9. Srivastava, A. (2021). The application & impact of artificial intelligence (AI) on e-commerce. ResearchGate. URL: https://www.researchgate.net/publication/356635263_The_Application_Impact_of_Artificial_Intelligence_AI_on_E-Commerce


10. Vegesna, A., Jain, P., & Porwal, D. (2018). Ontology-based chatbot (for e-commerce website). International Journal of Computer Applications. URL: https://www.academia.edu/download/68742433/ijca2018916215.pdf


11. Lee, S. B. (2020). Chatbots and communication: The growing role of artificial intelligence in addressing and shaping customer needs. Business Communication Research and Practice. URL: https://www.e-bcrp.org/archive/view_article?doi=10.22682/bcrp.2020.3.2.103


12. Shafi, P. M., Jawalkar, G. S., & Kadam, M. A. (2020). AI-assisted chatbot for e-commerce to address selection of products from multiple products. In Springer Lecture Notes in Computer Science. URL: https://link.springer.com/chapter/10.1007/978-3-030-39047-1_3


13. Maragkos, N. (2020). Retail demand forecasting with artificial neural networks. AUTh Library. URL: https://ikee.lib.auth.gr/record/319386/files/GRI-2020-27384.pdf


14. Goli, A., Golmohammadi, A. M., et al. (2022). Application of artificial intelligence in forecasting the demand for supply chains considering Industry 4.0. Wiley Online Library. URL: https://onlinelibrary.wiley.com/doi/abs/10.1002/9781119905141.ch4


15. Gayam, S. R., Yellu, R. R., & Thuniki, P. (2021). Optimizing supply chain management through artificial intelligence: Techniques for predictive maintenance, demand forecasting, and inventory optimization. Science Acad Press. URL: https://scienceacadpress.com/index.php/jaasd/article/view/58


16. Vairagade, N., Logofatu, D., & Leon, F. (2019). Demand forecasting using random forest and artificial neural network for supply chain management. In Springer Lecture Notes in Computer Science. URL: https://link.springer.com/chapter/10.1007/978-3-030-28377-3_27


17. Arce, C. G. M., & Valderrama, D. A. C. (2024). Optimizing business performance: Marketing strategies for small and medium businesses using artificial intelligence tools. Semantic Scholar. URL: https://pdfs.semanticscholar.org/1098/751f1f4c05da8aadd8adbf9aa11977a907fb.pdf


18. Jha, A., Sharma, P., Upmanyu, R., Sharma, Y., & Tiwari, K. (2024). Machine learning-based optimization of e-commerce advertising campaigns. SciTePress. URL: https://www.scitepress.org/Papers/2024/124567/124567.pdf


19. Jain, P., & Aggarwal, K. (2020). Transforming marketing with artificial intelligence. ResearchGate. URL: https://www.researchgate.net/publication/343262528_Transforming_Marketing_with_Artificial_Intelligence


20. Batan, A. (2021). Artificial intelligence applications (AI) in marketing. ResearchGate. URL: https://www.researchgate.net/publication/356789648_Working_paper_series_BRS_Artificial_intelligence_applications_AI_in_marketing


21. Jain, P., & Aggarwal, K. (2020). Transforming Marketing with Artificial Intelligence. ResearchGate. URL: https://www.researchgate.net/publication/343262528_Transforming_Marketing_with_Artificial_Intelligence


22. Khrais, L. T. (2020). Role of artificial intelligence in shaping consumer demand in E-commerce. Future Internet. URL: https://www.mdpi.com/1999-5903/12/12/226/pdf


23. Gochhait, S., Mazumdar, O., Chahal, S., & Kanwat, P. (2020). Role of artificial intelligence (AI) in understanding the behavior pattern: A study on e-commerce. In Springer Lecture Notes in Computer Science. URL: https://link.springer.com/chapter/10.1007/978-981-15-1420-3_166


24. Khrais, L. T. (2020). Role of artificial intelligence in shaping consumer demand in E-commerce. Future Internet. URL: https://www.mdpi.com/1999-5903/12/12/226/pdf


25. Kalia, P. (2021). Artificial intelligence in e-commerce: A business process analysis. ResearchGate. URL: https://www.researchgate.net/profile/Prateek-Kalia/publication/352706225_Artificial_intelligence_in_e-commerce_a_business_process_analysis/links/60f884361e95fe241a7d394a/Artificial-intelligence-in-e-commerce-a-business-process-analysis.pdf


26. Santos Pereira, A. F. (2024). Maximizing sales and customer satisfaction in e-commerce through AI-driven techniques. SSRN Electronic Journal. URL: https://papers.ssrn.com/sol3/papers.cfm?abstract_id=4875564


27. Kumari, P., & Raj, A. (2024). Optimizing pricing strategies in e-commerce supply chain management. University of Bahrain Journals. URL: https://journals.uob.edu.bh/bitstream/handle/123456789/5835/1571054593%20paper.pdf?sequence=1&isAllowed=y


28. Jakkula, A. R. (2020). Integrating AI in e-commerce platforms: Exploring the future of shopping. JTI Publishing. URL: https://jtipublishing.com/jti/article/download/63/60


29. Venkateswaran, P. S., Dominic, M. L., Agarwal, S., Oberai, H., Anand, I., & Rajest, S. S. (2014). The role of artificial intelligence (AI) in enhancing marketing and customer loyalty. In IGI Global. URL: https://www.igi-global.com/chapter/the-role-of-artificial-intelligence-ai-in-enhancing-marketing-and-customer-loyalty/334734


30. Boriya, A., Malla, S. S., Manjunath, R., & Velicheti, V. (2019). ViSeR: A visual search engine for e-retail. ResearchGate. URL: https://www.researchgate.net/publication/338440407_ViSeR_A_Visual_Search_Engine_for_e-Retail


31. Abluton, A. (2022). Visual recommendation and visual search for fashion e-commerce. In Springer Lecture Notes in Computer Science. URL: https://link.springer.com/chapter/10.1007/978-3-031-17849-8_25


32. Aishwarya, P. (2024). AI-savvy shopping: Redefining e-commerce experiences. Advanced Engineering Science. URL: https://advancedengineeringscience.com/article/pdf/2024/234.pdf


33. Valeri, A. (2023). AI-powered platforms: Automated transactions in digital marketplaces. ResearchGate. URL: https://www.researchgate.net/publication/369762615_AI-Powered_Platforms_automated_transactions_in_digital_marketplaces


34. Allaymoun, M., & Shorman, S. (2024). AI-powered websites in e-commerce, healthcare, and education. Google Books. URL: https://books.google.com.ua/books?hl=uk&lr=&id=Q3AJEQAAQBAJ&oi=fnd&pg=PA319


35. Raji, M. A., Olodo, H. B., Oke, T. T., & Addy, W. A. (2024). E-commerce and consumer behavior: A review of AI-powered personalization and market trends. GSC Advanced Research and Reviews. URL: https://gsconlinepress.com/journals/gscarr/sites/default/files/GSCARR-2024-0090.pdf


36. Tran, M. T. (2024). Unlocking the AI-powered customer experience: Personalized service, enhanced engagement, and data-driven strategies for e-commerce applications. Journal of Innovations in Digital Economy. URL: https://systems.enpress-publisher.com/index.php/jipd/article/viewFile/4970/3099


37. Raj, R., Kumar, K., Prakash, A., & Kumar, A. (2024). Enhancing e-commerce engagement: Exploring AR and VR-based marketing strategies. IEEE Xplore. URL: https://ieeexplore.ieee.org/abstract/document/10585182/


38. Baltierra, S. (2023). Virtual reality and augmented reality applied to e-commerce: A literature review. Springer Books. URL: https://link.springer.com/book/101007/978-3-031-24709-5#page=212


39. Khrais, L. T. (2020). Role of artificial intelligence in shaping consumer demand in E-commerce. Future Internet. URL: https://www.mdpi.com/1999-5903/12/12/226


40. Gochhait, S., Mazumdar, O., Chahal, S., & Kanwat, P. (2020). Role of artificial intelligence (AI) in understanding the behavior pattern: A study on e-commerce. In Springer Lecture Notes in Computer Science. URL: https://link.springer.com/chapter/10.1007/978-981-15-1420-3_166