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

Authors

DOI:

https://doi.org/10.15587/2706-5448.2024.305280

Keywords:

artificial intelligence, machine learning, e-commerce marketing, personalized customer experience

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.

 

Author Biographies

Anton Zhuk, Zaporizhzhia National University

Postgraduate Student

Department of Mathematical Sciences

Oleh Yatskyi, Zaporizhzhia National University

Postgraduate Student

Department of Mathematical Sciences

 

References

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

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Published

2024-06-30

How to Cite

Zhuk, A., & Yatskyi, O. (2024). The use of artificial intelligence and machine learning in e-commerce marketing. Technology Audit and Production Reserves, 3(4(77), 33–38. https://doi.org/10.15587/2706-5448.2024.305280

Issue

Vol. 3 No. 4(77) (2024): Economics of enterprises. Macroeconomics

Section

Economic Cybernetics

License

Copyright (c) 2024 Anton Zhuk, Oleh Yatskyi

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