Impact of Artificial Intelligence (AI) on Modern Commerce
DOI:
https://doi.org/10.53983/ijmds.v15n04.001Keywords:
Artificial Intelligence, Modern Commerce, Machine Learning, Digital Marketing, Business Intelligence, Retail TechnologyAbstract
Artificial Intelligence (AI) is rapidly transforming modern commerce by enhancing efficiency, personalization, and decision-making across business operations. This article examines how AI-driven technologies—adopted by companies such as Amazon and Netflix—are reshaping customer experiences through recommendation systems, automating routine processes, and enabling data-driven strategies. It highlights AI’s role in optimizing supply chains, improving fraud detection, and revolutionizing marketing through targeted advertising platforms like Google Ads. While the benefits of AI include increased productivity, cost reduction, and enhanced customer engagement, the article also addresses critical challenges such as data privacy concerns, ethical risks, algorithmic bias, and workforce displacement. The article concludes that AI represents a fundamental shift in commercial practices, and its successful integration requires a balanced approach that combines technological innovation with responsible governance and ethical considerations.
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