Machine learning (ML) and artificial intelligence (AI) are two technologies that are expanding quickly and have the potential to completely change how organisations conduct themselves online. While ML is a subset of AI that entails training algorithms to recognise patterns and make predictions based on data, AI entails the development of intelligent algorithms and systems that can execute activities that generally need human-like intellect. Businesses may improve customer experiences, optimise operations, and boost profitability by integrating AI and ML. This study analyses the possible advantages of ML and AI integration in e-businesses. Here, a number of application cases, including as supply chain management, fraud detection, sales and marketing, and customer support are analyzed. Furthermore, this study also analyses some of the drawbacks and shortcomings of these technologies, like the requirement for a lot of data and the possibility of bias. Overall, this study comes to the conclusion that the combination of AI and ML has the potential to improve e-commerce operations by bringing fresh perspectives, boosting productivity, and enhancing the general customer experience.
Authors: K Ravi Kiran, B. Hemanth Kumar, Budhi Sagar Mishra, Ajay Singh Yadav, Y. Nagendar, Mohit Tiwari
DOI: https://doi.org/10.1109/icirca57980.2023.10220756
Publish Year: 2023
