Optimizing Digital Business Processes through Artificial Intelligence: A Case Study in E-Commerce Systems

Julia Nathalie; Greisy Jacqueline; Natasya Aprila Yusuf; Lie Wei Ming

doi:10.34306/ajri.v6i1.1120

Authors

Julia Nathalie ILearning Incorporation
Greisy Jacqueline ILearning Incorporation
Natasya Aprila Yusuf University of Raharja
Lie Wei Ming Ijiis Incorporation

DOI:

https://doi.org/10.34306/ajri.v6i1.1120

Keywords:

Digital Business, Artificial Intelligence in E-commerce, Machine Learning Applications, SmartPLS analysis, Sustainable Development Goals

Abstract

The integration of Artificial Intelligence (AI) within digital business processes has emerged as a transformative force, particularly in the e-commerce sector. As businesses seek to enhance efficiency and competitiveness, AI-driven technologies offer substantial opportunities for optimization across various operational facets. This study explores how AI can optimize digital business processes within e-commerce systems, with a focus on improving operational efficiency, customer experience, and decision-making processes. Additionally, the research considers the implications of AI for sustainable business practices aligned with the United Nations’ Sustainable Development Goals (SDGs), specifically SDG 9 (Industry, Innovation, and Infrastructure) and SDG 12 (Responsible Consumption and Production). Using a case study approach, the study examines a leading e-commerce company that has successfully integrated AI into its core processes. Key AI applications such as machine learning algorithms, natural language processing, and predictive analytics are analyzed for their impact on inventory management, personalized marketing, customer service automation, and dynamic pricing. The findings demonstrate that AI significantly enhances operational efficiency, customer satisfaction, and real-time decision-making capabilities. Moreover, the study highlights AI's potential to contribute to more sustainable business practices by optimizing resource utilization and reducing waste. This research underscores the critical role of AI in driving digital transformation in e-commerce, offering valuable insights into best practices and the challenges of AI integration. By aligning AI implementation with SDG 9 and SDG 12, e-commerce businesses can achieve not only competitive advantages but also contribute to broader societal goals of innovation and sustainability.

Downloads

Download data is not yet available.

References

M. Purba, D. Simanjutak, Y. Malau, W. Sholihat, and E. Ahmadi, “The effect of digital marketing and e-commerce on financial performance and business sustaina-bility of MSMEs during COVID-19 pandemic in Indonesia,” Int. J. Data Netw. Sci., vol. 5, no. 3, pp. 275–282, 2021.

A. N. Nining, D. Hurnis, and M. Triani, “Review Digital Marketing And Hedonic Shopping Value Affect Impulsive Buying: Review Digital Marketing And Hedonic Shopping Value Affect Impulsive Buying,” Asean Int. J. Bus., vol. 1, no. 2, pp. 82–87, 2022.

C. Lukita, M. H. R. Chakim, R. Supriati, N. P. L. Santoso, and M. F. Kamil, “Exploration of Perceived Use of Technology Using A Digital Business Perspective,” ADI J. Recent Innov., vol. 5, no. 1Sp, pp. 87–96, 2023.

B. Bhima, A. R. A. Zahra, T. Nurtino, and M. Z. Firli, “Enhancing Organizational Efficiency through the Integration of Artificial Intelligence in Management Information Systems,” APTISI Trans. Manag., vol. 7, no. 3, pp. 282–289, 2023.

M. M. Khan, N. T. RoJa, F. A. Almalki, and M. Aljohani, “Revolutionizing E-Commerce Using Blockchain Technology and Implementing Smart Contract,” Secur. Commun. Networks, vol. 2022, 2022.

S. Kabiraj and S. Joghee, “Improving Marketing Performance: How Business Analytics contribute to Digital Marketing,” Int. J. Technol. Innov. Manag., vol. 3, no. 1, pp. 9–18, 2023.

U. Suryani, M. Arief, S. Bramantoro, and M. Hamsal, “The Impact of Digital Literacy and E-Commerce Adoption with O2O Business Adoption on the Performance of Small and Medium Enterprises,” Int. J. Ebus. eGovernment Stud., vol. 14, no. 2, pp. 199–223, 2022.

M. G. Hardini, N. A. Yusuf, and A. R. A. Zahra, “Convergence of Intelligent Networks: Harnessing the Power of Artificial Intelligence and Blockchain for Future Innovations,” ADI J. Recent Innov., vol. 5, no. 2, pp. 200–209, 2024.

E. M. Olson, K. M. Olson, A. J. Czaplewski, and T. M. Key, “Business strategy and the management of digital marketing,” Bus. Horiz., vol. 64, no. 2, pp. 285–293, 2021.

I. Handayani, D. Apriani, M. Mulyati, N. A. Yusuf, and A. R. A. Zahra, “A Survey on User Experience of Blockchain Transactions: Security and Adaptability Issues,” Blockchain Front. Technol., vol. 3, no. 1, pp. 160–168, 2023.

G. A. Lucas, G. L. Lunardi, and D. B. Dolci, “From e-commerce to m-commerce: An analysis of the user’s experience with different access platforms,” Electron. Commer. Res. Appl., vol. 58, p. 101240, 2023.

I. Handayani, D. Apriani, M. Mulyati, A. R. A. Zahra, and N. A. Yusuf, “Enhancing Security and Privacy of Patient Data in Healthcare: A SmartPLS Analysis of Blockchain Technology Implementation,” IAIC Trans. Sustain. Digit. Innov., vol. 5, no. 1, pp. 8–17, 2023.

B. Domini, A. S. Dewi, and G. P. Cesna, “The Effects of Artificial Intelligence (AI) on Company Performance Including the Value of AI-based Business Transformation Initiatives,” IAIC Trans. Sustain. Digit. Innov., vol. 5, no. 1, pp. 24–38, 2023.

F. D. Azizah, A. N. Nur, and A. H. P. K. Putra, “Impulsive buying behavior: Implementation of IT on technology acceptance model on E-Commerce purchase decisions,” Golden Ratio Mark. Appl. Psychol. Bus., vol. 2, no. 1, pp. 58–72, 2022.

D. Bennet, L. Maria, Y. P. A. Sanjaya, and A. R. A. Zahra, “Blockchain technology: Revolutionizing transactions in the digital age,” ADI J. Recent Innov., vol. 5, no. 2, pp. 194–199, 2024.

D. Apasrawirote, K. Yawised, and P. Muneesawang, “Digital marketing capability: the mystery of business capabilities,” Mark. Intell. Plan., vol. 40, no. 4, pp. 477–496, 2022.

N. N. Rafiana, “Technopreneurship Strategy to Grow Entrepreneurship Career Options for Students in Higher Education,” ADI J. Recent Innov., vol. 5, no. 2, pp. 110–126, 2024.

N. S. Ainy, I. Mujadid, N. Hadi, and L. Sjahfirdi, “Increase in the Abundance of Invasive Fish Species in the Ciliwung River, DKI Jakarta and West Java Provinces,” ADI J. Recent Innov., vol. 6, no. 1, pp. 17–31, 2024.

S. R. Yerram et al., “The Role of Blockchain Technology in Enhancing Financial Security amidst Digital Transformation,” Asian Bus. Rev., vol. 11, no. 3, pp. 125–134, 2021.

W. Sejati and T. T. Akbar, “Optimization Study of Cropping Pattern in the Klakah Irrigation Area, Lumajang Regency, Using Linear ProgrammingAmelia, R., Endrastaty, A., & Sensuse, D. I. (2022). Critical Success Factors of Knowledge Management Implementation in BPKP. 2022 1st Internat,” ADI J. Recent Innov., vol. 5, no. 2, pp. 136–145, 2024.

A. Trawnih, S. Al-Masaeed, M. Alsoud, and A. Alkufahy, “Understanding artificial intelligence experience: A customer perspective,” Int. J. Data Netw. Sci., vol. 6, no. 4, pp. 1471–1484, 2022.

S. Saeed, “A customer-centric view of E-commerce security and privacy,” Appl. Sci., vol. 13, no. 2, p. 1020, 2023.

W. Setyowati and I. S. Rahayu, “Sector Analysis of Islamic Capital Markets and Artificial Intelligence Functioning as Sharia Advisors,” Int. Trans. Artif. Intell., vol. 1, no. 2, pp. 236–244, 2023.

S.-L. Wamba-Taguimdje, S. Fosso Wamba, J. R. Kala Kamdjoug, and C. E. Tchatchouang Wanko, “Influence of artificial intelligence (AI) on firm performance: the business value of AI-based transformation projects,” Bus. Process Manag. J., vol. 26, no. 7, pp. 1893–1924, 2020.

N. Anantrasirichai and D. Bull, Artificial intelligence in the creative industries: a review, vol. 55, no. 1. Springer Netherlands, 2022. doi: 10.1007/s10462-021-10039-7.

A. R. A. Zahra, D. Jonas, I. Erliyani, and N. A. Yusuf, “Assessing Customer Satisfaction in AI-Powered Services: An Empirical Study with SmartPLS,” Int. Trans. Artif. Intell., vol. 2, no. 1, pp. 81–89, 2023.

C. Prentice, “Leveraging Artificial Intelligence for Customer Satisfaction and Loyalty,” in Leveraging Emotional and Artificial Intelligence for Organisational Performance, Springer, 2023, pp. 71–85.

E. E. Djajasasana and J. R. K. Bokau, “Utilization of Micro Influencers and Engagement in Social Media to Gain Cadet Candidates,” ADI J. Recent Innov., vol. 6, no. 1, pp. 1–7, 2024.

A. S. Al-Gasaymeh, H. A. Almahadin, M. Shehadeh, H. Migdady, and A. A. B. Atta, “Investigating the Role of Artificial Intelligence in Embedded Finance on Improving a Nonfinancial Customer Experience,” in 2023 International Conference on Business Analytics for Technology and Security (ICBATS), 2023, pp. 1–6.

N. P. L. Santoso, R. A. Sunarjo, and I. S. Fadli, “Analyzing the Factors Influencing the Success of Business Incubation Programs: A SmartPLS Approach,” ADI J. Recent Innov., vol. 5, no. 1, pp. 60–71, 2023.