IDEAS home Printed from https://ideas.repec.org/a/baq/taprar/v3y2024i4p33-38.html
   My bibliography  Save this article

The use of artificial intelligence and machine learning in e-commerce marketing

Author

Listed:
  • Anton Zhuk

    (Zaporizhzhia National University)

  • Oleh Yatskyi

    (Zaporizhzhia National University)

Abstract

The object of this research is the use of artificial intelligence (AI) and machine learning (ML) in e-commerce marketing strategies. Traditional e-commerce marketing approaches often lack a personalized customer experience and find it difficult to adapt to changing consumer behavior. The integration of artificial intelligence and machine learning offers a solution to these problems, enabling real-time marketing initiatives and data analysis.Studies have shown that the use of artificial intelligence and machine learning in e-commerce marketing has led to improved customer relationship management, increased operational efficiency, and more customer-centric advertising strategies. In addition, technologies such as visual search, virtual personal shoppers, and real-time product targeting have changed the e-commerce landscape by providing interactive and personalized shopping experiences. Artificial intelligence and machine learning algorithms analyze vast amounts of customer data to identify patterns, preferences and trends, enabling e-commerce businesses to conduct targeted marketing campaigns and optimize product offerings. Using advanced technologies, companies can streamline operations, increase customer satisfaction and stay ahead of the competition in the digital marketplace. This data suggests that integrating artificial intelligence and machine learning into e-commerce marketing strategies can benefit businesses by improving customer engagement, increasing sales, and gaining a competitive advantage. However, a successful implementation requires access to quality data, a robust AI infrastructure, and ongoing monitoring and optimization to ensure effectiveness and relevance in a dynamic marketplace.

Suggested Citation

  • Anton Zhuk & Oleh Yatskyi, 2024. "The use of artificial intelligence and machine learning in e-commerce marketing," Technology audit and production reserves, PC TECHNOLOGY CENTER, vol. 3(4(77)), pages 33-38, June.
  • Handle: RePEc:baq:taprar:v:3:y:2024:i:4:p:33-38
    DOI: 10.15587/2706-5448.2024.305280
    as

    Download full text from publisher

    File URL: https://journals.uran.ua/tarp/article/download/305280/298873
    Download Restriction: no

    File URL: https://libkey.io/10.15587/2706-5448.2024.305280?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Adrian MICU & Marius GERU & Alexandru CAPATINA & Constantin AVRAM & Robert RUSU & Andrei Alexandru PANAIT, 2019. "Leveraging e-Commerce Performance through Machine Learning Algorithms," Economics and Applied Informatics, "Dunarea de Jos" University of Galati, Faculty of Economics and Business Administration, issue 2, pages 162-171.
    2. Laith T. Khrais, 2020. "Role of Artificial Intelligence in Shaping Consumer Demand in E-Commerce," Future Internet, MDPI, vol. 12(12), pages 1-14, December.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Brian Pickering, 2021. "Trust, but Verify: Informed Consent, AI Technologies, and Public Health Emergencies," Future Internet, MDPI, vol. 13(5), pages 1-20, May.
    2. Hasan Beyari & Hatem Garamoun, 2022. "The Effect of Artificial Intelligence on End-User Online Purchasing Decisions: Toward an Integrated Conceptual Framework," Sustainability, MDPI, vol. 14(15), pages 1-17, August.
    3. Alessandro Massaro & Daniele Giannone & Vitangelo Birardi & Angelo Maurizio Galiano, 2021. "An Innovative Approach for the Evaluation of the Web Page Impact Combining User Experience and Neural Network Score," Future Internet, MDPI, vol. 13(6), pages 1-21, May.
    4. Biresh Kumar & Sharmistha Roy & Anurag Sinha & Celestine Iwendi & Ľubomíra Strážovská, 2022. "E-Commerce Website Usability Analysis Using the Association Rule Mining and Machine Learning Algorithm," Mathematics, MDPI, vol. 11(1), pages 1-24, December.
    5. Filipe Portela, 2021. "Data Science and Knowledge Discovery," Future Internet, MDPI, vol. 13(7), pages 1-4, July.
    6. Laith T. Khrais & Abdullah M. Alghamdi, 2021. "The Role of Mobile Application Acceptance in Shaping E-Customer Service," Future Internet, MDPI, vol. 13(3), pages 1-13, March.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:baq:taprar:v:3:y:2024:i:4:p:33-38. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Iryna Prudius (email available below). General contact details of provider: https://journals.uran.ua/tarp/issue/archive .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.