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AI and ML in E-commerce: Most successful example in 2023

Currently, the ecommerce landscape is undergoing significant changes due to the implementation of artificial intelligence (AI) and machine learning (ML). It is predicted that by 2025, AI technologies will handle 95% of all customer communication. Companies such as Amazon, Alibaba, Rakuten, and other internet retail giants are already utilizing ML to improve their services. However, the use of AI and ML in e-commerce also raises important ethical questions that must be considered related to concerns around data privacy, bias, and job displacement. In this blog post, we will update the newest use cases and ethical implications of AI and ML in e-commerce in 2023.

Most Successful ML and AI in Ecommerce Examples?

Major players like eBay and Amazon have already demonstrated success in implementing AI throughout the sales cycle. However, smaller businesses can also benefit from integrating AI and ML technologies to gain a competitive edge

Implementation of recommendation engines

One of the most important AI applications in ecommerce is the use of recommender systems, which provide personalized offers and improve the overall customer experience. These systems analyze customer data to gain insights and make recommendations based on consumer preferences, leading to increased sales through up-sell and cross-sell suggestions. Ebay, for example, has successfully implemented AI-powered tools like Find It On eBay and eBay ShopBot to provide tailored advice and recommendations for improved delivery time, pricing, and buyer-seller interaction.

Pricing strategy

Getting a fair price that benefits both buyers and sellers can be a complex task, as it involves considering multiple factors such as production costs, customer affordability, and competition. However, AI and ML can offer advanced solutions to this issue. By utilizing data analysis tools that gather information from various channels, AI can determine the optimal pricing flexibility for each product. This analysis considers various influencing factors, such as customer location, buying behavior, seasonality, and market prices within the specific segment. In addition, AI algorithms can perform customer segmentation and real-time optimization, enabling businesses to implement personalized pricing strategies. With these capabilities, AI and ML can revolutionize the pricing approach in ecommerce, benefiting both businesses and customers alike.

Visual search

When shopping online, customers often rely on visual content to guide their purchasing decisions. However, they may struggle to find the right keywords to accurately describe what they are looking for. This is where visual search technology comes in. By allowing customers to upload images instead of typing out detailed queries, visual search simplifies the search process and provides more relevant results. Popular tools such as Bing Visual Search, Google Lens, and Image Search have made visual search a prominent trend. Ecommerce businesses are also adopting this technology, with Pinterest's Lens Your Look search engine being a notable example. This tool enables customers to find outfit options that match their existing wardrobe, further enhancing the shopping experience.

Customer emotions analysis

While customer sentiment analysis is not a new tool in the ecommerce industry, machine learning has made it more efficient in terms of time and cost. Unlike traditional methods that require extensive polling or focus groups, advanced algorithms can provide a solid foundation for sentiment analysis. Social media and online service feedback are valuable sources of data that can be easily analyzed using ML techniques. Through language processing, these algorithms can determine whether words carry a positive or negative connotation, providing businesses with valuable insights to improve their products or services. As a result, sentiment analysis has become a powerful tool for ecommerce businesses to understand their customers and enhance their overall customer experience.

Running a contact center

Chatbots are designed to partially automate customer interactions for merchants. By programming chatbots with responses to commonly asked questions, customer service can reduce the volume of repetitive communications. Additionally, chatbots can help achieve dynamic business goals such as improving the post-purchase shipping process by answering delivery-related questions. By implementing chatbots, businesses can significantly reduce costs while maintaining quality. If a complex query arises, the bot will detect the need for human intervention and redirect the client to a live agent. IBM Watson, for example, has developed an AI-based platform that helps ecommerce businesses create personalized shopping assistants.

Ethical Implications of AI and ML in E-commerce

The use of artificial intelligence (AI) and machine learning (ML) in e-commerce has transformed the industry, providing businesses with new opportunities to optimize their operations and provide personalized experiences for customers. However, the use of AI and ML also raises important ethical questions that must be considered.


AI and ML can amplify existing biases if they are trained on biased data. This can result in discrimination against certain groups of people, which can damage a company's reputation and lead to legal issues.

This demonstrates the importance of data quality on AI and Machine learning models. To mitigate this risk, companies should ensure their AI models are trained on trusted and ethical data and undergo regular bias checks. So, the first step for every e-commerce business to avoid this issues is to have a trusted and full-compliance annotated data source. Pixta AI is a leading company providing data sourcing and data annotation service in Vietnam. With the 80+ full-compliance visual data from Pixta’s library Pixtastock - largest library of royalty-free photographs, illustrations, and footage in Asia, Pixta AI is the wonderful choice for your consideration if you want to start applying AI and ML models in your e-commerce business.


AI and ML rely heavily on data, raising concerns about the privacy and security of customer information. Businesses must ensure that they are collecting, storing, and using data ethically and transparently. They should also inform customers about how their data is being used and give them control over their data.

Job Displacement

The use of AI and ML in e-commerce can replace jobs that were once done by humans. Companies must consider how this will impact their workforce and invest in retraining programs to help employees transition to new roles. They should also be transparent with their employees about the impact of AI and ML on their jobs.


Companies must be accountable for the decisions made by their AI systems. They should have clear policies in place to handle mistakes and errors made by AI, as well as mechanisms for customers to provide feedback and report issues. They should also be transparent with customers about when and how AI is being used.


AI and ML have the potential to transform the e-commerce industry, providing businesses with new opportunities to optimize their operations and provide more personalized experiences for customers. However, it is important to approach the use of AI and ML with caution and mindfulness, considering the ethical implications of their use. Companies that prioritize ethics and transparency when adopting AI and ML will be better equipped to build trust with their customers and stay ahead of the competition in 2023.

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