AI and its usage in e-commerce business and online marketing

Yevheniia Dementieva

Bakalářská práce

Abstract:

Bachelor's thesis explores the role of AI in digital commerce, focusing on its applications, benefits, and ethical implications. The theoretical part provides a literature review, discussing AI-driven technologies such as machine learning, natural language processing (NLP), predictive analytics, and AI-powered automation. It also highlights advantages of AI in e-commerce, including customer personalization, targeted advertising, fraud detection, and supply chain optimization. Additionally, this section examines ethical concerns. Empirical research is the foundation of the practical component, which makes use of semi-structured interviews with seven Czech companies in several sectors. This paper looks at how companies apply artificial intelligence, the difficulties they run across, and how AI affects operational effectiveness and consumer happiness. The results show that while implementation of artificial intelligence presents difficulties with data security, technology integration, and regulatory compliance, increased automation, improved marketing efficiency, and better consumer experiences follow from its adoption.

Keywords

Artificial intelligence, E-commerce, Digital Advertising, Automation, Decision-making, Growth

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 26. 3. 2025

Obhajoba závěrečné práce

• Vedoucí: Ing. Kristýna Kučírková, MSc
• Oponent: Frédéric Adossou, Ing.

Česká zemědělská univerzita v Praze

Provozně ekonomická fakulta

Bakalářský studijní program:
Business Administration