Comparative Analysis of AI-Driven Marketing Strategies of the E-Commerce Industry in the Modern World

Abstract

E-commerce organizations increasingly employ Artificial Intelligence (AI) technologies to reinforce consumer experiences, enhance marketing campaigns, and optimize overall business performance. This study focuses on providing an extensive analysis of AI-driven marketing strategies in the e-commerce sector in the contemporary world. This study employed bibliometrics analysis, which is a technique employed to comprehend the development and nature of a specific discipline by integrating, interpreting, and assessing existing sources and statistics. This paper compared and evaluated the myriad AI-driven marketing strategies adopted by e-commerce companies, highlighting their benefits, challenges, and potential implications for the sector. The findings exposed that e-commerce comprehensively employs experiential marketing, with a specific focus on the effects of Artificial Intelligence in virtual-based assistants. Besides, this study highlighted the instrumental role of Artificial Intelligence in terms of facilitating personalized experiences, strategic decision-making, and predictive algorithms, within marketing operations in e-commerce. Moreover, market research underscores the incorporation of Artificial Intelligence in distinct areas such as marketing and sales, data analysis, and comprehending consumer behavior. This study discussed diverse aspects of research and applications of Artificial Intelligence in different marketing domains. The research ascertained that integrated digital marketing examines the application of social media data for customer sentiment analysis and the employment of Artificial Intelligence algorithms in social media marketing. A significant volume of studies established that content marketing concentrates on the implications of Artificial Intelligence on content creation and targeting, and the company-level repercussions of Artificial Intelligence in marketing.