Role of Artificial Intelligence in Shaping Consumer Demand in E-Commerce

Laith T. Khrais
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Laith T. Khrais: Department of Business Administration, College of Applied Studies and Community Service, Imam Abdulrahman Bin Faisal University, Dammam 34212, Saudi Arabia

Future Internet, 2020, vol. 12, issue 12, 1-14

Abstract: The advent and incorporation of technology in businesses have reformed operations across industries. Notably, major technical shifts in e-commerce aim to influence customer behavior in favor of some products and brands. Artificial intelligence (AI) comes on board as an essential innovative tool for personalization and customizing products to meet specific demands. This research finds that, despite the contribution of AI systems in e-commerce, its ethical soundness is a contentious issue, especially regarding the concept of explainability. The study adopted the use of word cloud analysis, voyance analysis, and concordance analysis to gain a detailed understanding of the idea of explainability as has been utilized by researchers in the context of AI. Motivated by a corpus analysis, this research lays the groundwork for a uniform front, thus contributing to a scientific breakthrough that seeks to formulate Explainable Artificial Intelligence (XAI) models. XAI is a machine learning field that inspects and tries to understand the models and steps involved in how the black box decisions of AI systems are made; it provides insights into the decision points, variables, and data used to make a recommendation. This study suggested that, to deploy explainable XAI systems, ML models should be improved, making them interpretable and comprehensible.

Keywords: artificial intelligence; automation; e-commerce; machine learning; big data; customer relationship management (CRM) (search for similar items in EconPapers)
JEL-codes: O3 (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (9)

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