Artificial Intelligence in E-Commerce

This chapter discusses the growing importance of artificial intelligence in e-commerce, starting with the challenge of defining AI itself. It identifies and discusses several key areas of e-commerce where AI is playing and will continue to play an increasing role, namely fulfilment, inventory control, chatbots and avatars, personalisation and recommendation, automated order systems, and AI-driven ads. The significant role of AI in SEO and content creation was also discussed, where tools such as ChatGPT can automate and optimise e-commerce content. However, challenges such as the problem of hallucination of LLMs, quality, and originality of content are noted. The final section of the chapter shows the results of an experiment using ChatGPT for SEO, demonstrating the results and potential for improving search engine rankings for e-commerce sites using such tools.