DETERMINANTS OF AI ADOPTION IN E-COMMERCE AMONG SMALL AND MEDIUM-SIZED ENTERPRISES (SMES)

In order to boost sales and services and improve consumer happiness, many businesses aim to implement e-commerce. If effective e-commerce strategies and technologies are used, e-commerce can greatly increase SMEs' revenues and profitability (Abbas et al., 2023; Ojha et al., 2023). However, the degree of a company's dedication to and reliance on smart technologies and tools that help them provide the greatest technical services to their clients may have an impact on how well they use such electronic platforms (Mishra et al., 2023). In order to boost sales and services and improve consumer happiness, many businesses aim to implement e-commerce. In order to speed up business and give information that helps make appropriate and effective decisions in real time, artificial intelligence (AI) tools assist in analysing and exploiting the huge data that is available to many firms and organisations (Kushwaha et al., 2021; Sestino & De Mauro, 2022). Artificial intelligence (AI) tools evaluate consumer data to produce useful insights and support strategic decision-making across a variety of data sources (Verma et al., 2021). Numerous scientific research have examined how AI can be used in e-commerce to improve customer service, speed up sales, and gather data (Xu & Ruan, 2023; Li et al., 2023). Research on the importance of using and improving AI technologies in maintaining e-commerce business performance and bolstering the contribution of entrepreneurship to SMEs' success is, nevertheless, lacking. Therefore, in order to encourage entrepreneurship and increase and activate the role of these businesses in the advancement and development of the nation's economies, this study aims to explore and examine the factors influencing the adoption of AI in e-commerce in SMEs.