Exploring the Impact of AI on Business and Online Marketing Strategies: A Case Study of OpenAI's Applications in the E-commerce Sector

Mohamed Hani Mohamed Ibrahim Ali

Bakalářská práce

Abstract:

This bachelor thesis examines the relationship between the e-commerce platform of eBay and the marketing tools that are driven by OpenAI in terms of their market efficacy on the demand and supply sides. With the use of Artificial Intelligence (AI) in marketing strategies that has become more and more popular, the introduction of AI-managed programs into the work of eBay, including the Magical Listing Tool, the personalized Customer Relationship Management (CRM), and the Operator, the relations with the customers and sellers are transformed. The thesis based on the application of the mixed-methods research design which involves primary data gathered in the form of interviews and questionnaires along with secondary data in the form of annual financial reports and income performance indicators of eBay. The findings show that personalization via AI such as personalized product recommendations and AI generated email subject lines increase customer interest and purchase rates. Challenges associated with the accuracy of input data and optimization of recommendation algorithms are also analyzed, and the chances of their further enhancement are identified. Recommendations are made on how eBay can improve data validation procedures, increase AI usage to small product groups, and focus on long-term customer measures like Customer Lifetime Value (CLV) and brand loyalty in order to maintain competitor development. The thesis is relevant to the current body of research on the application of AI in the modernization of e-commerce marketing approaches, and it offers anyone interested in applying AI to the marketing process of eBay and other websites practical advice on how to use it effectively to provide increased marketing effectiveness.

Keywords

Artificial Intelligence, Business, Online Marketing, E‐commerce, OpenAI, Automation

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 3. 12. 2025

Obhajoba závěrečné práce

• Obhajoba proběhla 3. 2. 2026
• Vedoucí: Ing. Kristýna Kučírková, MSc
• Oponent: Jared Daniel Jacques

Česká zemědělská univerzita v Praze

Provozně ekonomická fakulta

Bakalářský studijní program:
Informatics