The Role of Artificial Intelligence in Decision Making: Improving E-Commerce Business Efficiency and Innovation

Regina Pinkan Efendi; Ihfada Qolbi; Syifa Zahra Arista Afandi; Indah Respati Kusumasari; Rusdi Hidayat Nugroho

doi:10.47134/jbkd.v2i2.3479

The Role of Artificial Intelligence in Decision Making: Improving E-Commerce Business Efficiency and Innovation

Authors

Regina Pinkan Efendi Business Administration Study Program, Faculty of Social and Political Sciences, Universitas Pembangunan Nasional “Veteran” Jawa Timur, Indonesia
Ihfada Qolbi Business Administration Study Program, Faculty of Social and Political Sciences, Universitas Pembangunan Nasional “Veteran” Jawa Timur, Indonesia
Syifa Zahra Arista Afandi Business Administration Study Program, Faculty of Social and Political Sciences, Universitas Pembangunan Nasional “Veteran” Jawa Timur, Indonesia
Indah Respati Kusumasari Business Administration Study Program, Faculty of Social and Political Sciences, Universitas Pembangunan Nasional “Veteran” Jawa Timur, Indonesia
Rusdi Hidayat Nugroho Business Administration Study Program, Faculty of Social and Political Sciences, Universitas Pembangunan Nasional “Veteran” Jawa Timur, Indonesia

DOI:

https://doi.org/10.47134/jbkd.v2i2.3479

Keywords:

Artificial Intelligence, Decision-Making, E-Commerce, Efficiency, Innovation, Competitive Advantage

Abstract

This research aims to analyze the role of Artificial Intelligence (AI) in decision-making within e-commerce businesses, focusing on its impact on efficiency, innovation, and competitive advantage. This study employs a qualitative approach using literature review to explore the implementation of AI in e-commerce. AI enables real-time analysis of large-scale data, supporting more efficient and accurate strategic decision-making. The technology also fosters innovation through features such as recommendation systems and the integration of augmented reality (AR) and virtual reality (VR), enhancing customer experiences. Furthermore, AI strengthens companies' competitiveness by personalizing services and leveraging big data to design superior strategies. The findings show that AI not only improves operational efficiency and innovation but also serves as a key element for business sustainability in the digital era.

References

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Published

2024-12-23

How to Cite

Efendi, R. P., Qolbi, I., Afandi, S. Z. A., Kusumasari, I. R., & Nugroho, R. H. (2024). The Role of Artificial Intelligence in Decision Making: Improving E-Commerce Business Efficiency and Innovation. Jurnal Bisnis Dan Komunikasi Digital, 2(2), 10. https://doi.org/10.47134/jbkd.v2i2.3479