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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
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    References listed on IDEAS

    as
    1. 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.
    2. 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.
    Full references (including those not matched with items on IDEAS)

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