The Use of Artificial Intelligence on Customer Relationship Management in E-Commerce Enterprises.

Abstract

As the digital landscape keeps changing rapidly, artificial intelligence (AI) has generated a lot of attention to enhance customer service and personalize the experience of various industries, including the electronic commerce (E-commerce) industry. As a result, this research project aims to investigate how artificial intelligence (AI) is incorporated into customer relationship management (CRM) and discuss best practices and benefits of implementing AI within the Sri Lankan e-commerce sector. Then to determine the level of AI utilization, this study continued an exploratory investigation using the qualitative approach by conducting interviews with a diverse sample of e-commerce enterprises. The non – probabilistic approach employed the purposive sampling strategy, and thematic analysis was applied to examine the data. From the qualitative analysis, five sub-themes were identified with several codes under two main sectors and it developed an interview guide with thirteen open-ended questions. It is implementing AI technology into business operations and how it acts with the CRM process. This study would be valuable to Sri Lankan businesses to over-all idea when using AI technology from experiences of main e - commerce enterprises. Furthermore, as e-commerce companies compete strongly to attract customers, this study offers important new insights into how AI could be used to achieve an advantage in e-commerce sector.