Artificial Intelligence in E-commerce: A Case Study of Albanian Customers

The rapid expansion of the digital realm is profoundly impacting the trajectory of e-commerce, a trend further accelerated by the ongoing pandemic and evolving consumer behaviors. Consequently, businesses are increasingly turning to artificial intelligence (AI) as a vital tool to boost efficiency and adaptability. This paper aims to delve into the transformative influence of AI on e-commerce, particularly in addressing Albanian customers experience challenges. It asserts that AI presents a compelling opportunity for shaping the future landscape of commerce. Employing a blend of qualitative and quantitative methodologies, including online surveys and secondary sources like literature reviews, the research offers a comprehensive analysis. The findings highlight the effectiveness of integrating AI in e-commerce operations, emphasizing its capacity to enhance customer satisfaction, expand customer base, and drive business growth. Furthermore, the study underscores AI's potential to revolutionize various industries, underscoring its pivotal role in shaping the future trajectory of global sectors. Received: 2 June 2024 / Accepted: 25 July 2024 / Published: 29 July 2024