A SYSTEMATIC REVIEW ON THE USE OF ARTIFICIAL INTELLIGENCE IN E-COMMERCE

Abstract

Technological innovations in every field in recent years directly affect businesses and sectors. Artificial intelligence is one of the technologies that has attracted the most attention recently among these innovations. In this respect, it is a research topic that needs to be examined from a broad perspective and concerns many disciplines. Artificial intelligence has started a very fast and radical transformation process in the electronic commerce sector, as in many other sectors. It is seen that businesses in the e-commerce sector greatly benefit from artificial intelligence technologies to increase efficiency and productivity. Since artificial intelligence provides e-commerce companies with a high cost, efficiency and speed advantage, it is extremely important for e-commerce companies that want to be successful in the global competitive market to integrate artificial intelligence technologies into their processes. This article analyzes research trends for the use of artificial intelligence technology in e-commerce. The aim is to determine how this technology affects the e-commerce industry. Within the scope of the research, a systematic review, descriptive network analysis and bibliometric analysis methods were used within the scope of co-authorship, co-citation and keyword analysis. The result of the research reveals that the use of artificial intelligence technologies in e-commerce is an increasing trend in academic studies. The article is important in terms of the differentiation of theoretical and applied research in this field, keeping the topic up-to-date and guiding researchers who will work in this field.