Implementasi Artificial Intelligence (AI) dalam Meningkatkan Efisiensi Proses Bisnis pada platform E-Commerce

Erika -; Syafira  Azzahra; Dicky  Pratama

Authors

Erika - Universitas Multi Data Palembang
Syafira Azzahra artificial intelligence; e-commerce; recommendation system; customer service;
Dicky Pratama Universitas Multi Data Palembang

Keywords:

customer service, Artificial Intelligence, e-commerce, recommendation system

Abstract

Artificial Intelligence (AI) has become a key technology in the digital transformation process, especially in the field of e-commerce. This study aims to examine the application of AI in improving operational effectiveness on e-commerce platforms, with a focus on customer service personalization, recommendation systems, and service automation. The approach used includes a literature review and case study analysis of several e-commerce platforms that have implemented AI, using the literature review method. The findings reveal that the use of AI significantly accelerates decision-making processes, improves the accuracy of recommendations, and reduces operational costs through the automation of routine tasks. Based on the literature review and case analysis, it can be concluded that AI implementation not only improves business process efficiency but also creates a more personalized and responsive customer experience. These positive impacts also enhance customer loyalty while strengthening the competitive edge of e-commerce businesses. Therefore, integrating AI into various aspects of e-commerce business is a crucial strategy for addressing market challenges in the current digital era

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