TWO SIDES OF AI: BUSINESS OPTIMIZATION VS. CONSUMER EXPERIENCE ON RUSSIAN MARKETPLACES

Abstract

Artificial intelligence (AI)-based technologies are becoming key drivers of growth in e-commerce today. However, their active implementation by companies often overlooks a real understanding of user perception. The purpose of this study is to identify and analyze the divergence in attitudes and perceptions of the effectiveness of AI tools between businesses and customers in the field of e-commerce (using marketplaces). The research was conducted using a comparative analysis of two data sources: 1) secondary data from research results (McKinsey and Sellerscommerce) on the strategic goals and challenges of AI implementation by businesses; 2) primary data from an online survey created by the author, involving 101-102 respondents, aimed at assessing user awareness of AI tools, and the perceived usefulness and perception of specific functions (recommendations based on past purchases, chatbots, visual and voice search).