APPLICATION OF AI IN ELECTRONIC COMMERCE: A REVIEW OF SCIENTIFIC LITERATURE

Abstract

This article presents a bibliometric analysis of scientific publications on the application of artificial intelligence (AI) in electronic commerce for the period 1990–2024. Based on a review of 61 peer-reviewed articles from the Scopus database, key trends in the development of this field were identified. The analysis shows a steady growth of scientific 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 USA, highlighting the global and interdisciplinary nature of the topic, predominantly related to computer science. Four main thematic areas were identified: customer experience and personalization, operational efficiency and supply chain management, fraud detection and cybersecurity, and ethical aspects of 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 noting regional differences in technology adoption, such as slower development in Southern African countries. The study highlights existing gaps in comprehensive research on AI implementation and proposes promising directions for future work, including the analysis of generative AI and regulatory issues.