Application of Artificial Intelligence in E-Commerce: A Review of Scientific Literature

Abstract

This article presents a bibliometric analysis of scholarly publications focused on the application of artificial intelligence (AI) in electronic commerce over the period 1990–2024. Based on an examination of 61 peer-reviewed studies indexed in the Scopus database, the analysis identifies key trends shaping the development of this research field. The findings reveal a steady growth in academic interest, particularly since 2018, with the highest number of publications recorded in 2024. The leading countries in terms of research output are India, China, and the United States, highlighting the global and interdisciplinary nature of the topic, which is predominantly associated with computer science.

Four major thematic clusters are identified: customer experience and personalization, operational efficiency and supply chain management, fraud detection and cybersecurity, and ethical issues related to AI, including data privacy and algorithmic bias. The literature review emphasizes the significant role of AI in recommendation systems, chatbots, predictive analytics, and logistics processes, while also pointing to regional disparities in technology adoption, such as the slower pace of development observed in parts of Southern Africa. The study further identifies existing gaps in the comprehensive analysis of AI implementation and outlines promising directions for future research, including the examination of generative AI and regulatory challenges. The results are relevant for both researchers and practitioners in the e-commerce sector, as they underscore the importance of integrating technological innovation with ethical principles and responsible data governance.