Jurnal Bisnis dan Komunikasi Digital Jurnal Bisnis dan Komunikasi Digital 3026-5886 Indonesian Journal Publisher the-role-of-artificial-intelligence-in-decision-making-improving-e-commerce-business-efficiency-and-innovation 10.47134/jbkd.v2i2.3479 The Role of Artificial Intelligence in Decision Making: Improving E-Commerce Business Efficiency and Innovation Efendi Regina Pinkan Qolbi Ihfada Afandi Syifa Zahra Arista Kusumasari Indah Respati Nugroho Rusdi Hidayat 23 12 2024 2 2 10 10 © 2024 Indonesian Journal Publisher 2024 This is an open-access article distributed under the terms of the Creative Commons Attribution 4.0 International License.

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.

 Artificial Intelligence Decision-Making E-Commerce Efficiency Innovation Competitive Advantage innovation e-commerce efficiency role artificial intelligence Full Text & Preserved Archival Statement

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.

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