Artificial Intelligence (AI) Empowerment in E-Commerce: A Bibliometric Voyage

TLDR

The study examines the conceptual structure of data through clustering themes and network analysis and indicates a significant focus on advanced E-commerce analytics within AI research, with key areas including product recommendations and AI-driven customer support.

Abstract

This article presents a conceptual overview of artificial intelligence (AI) research in the realm of E-commerce. Potential research themes, explored through content analysis and visualization techniques, offer a deeper understanding of the knowledge landscape in this field. The study utilized R Studio and VOS viewer to analyze the performance and map the scientific output of 1,458 research articles from the Scopus database (1995–2024). The study examines the conceptual structure of data through clustering themes and network analysis. The findings indicate a significant focus on advanced E-commerce analytics within AI research, with key areas including product recommendations and AI-driven customer support. The research spans diverse fields such as computer science, marketing, and psychology, emphasizing AI’s interdisciplinary applications in E-commerce. The research’s novelty lies in providing TCCM-based insights for future research and guidance for practitioners looking to leverage AI in their E-commerce operations.