The Role of AI in E-commerce Brand Recognition: A Malaysian Perspective

Artificial Intelligence (AI) has transformed retail strategy and operations, introduced branding strategies and improved consumer shopping experience E-commerce growth in Malaysia requires established and emerging companies to compete if they are to in order to maintain their fitness. Brands need to be more systematic in their strategies to maintain brand recognition across multiple e-commerce platforms using AI and other advanced technologies. This study explores the drivers of brand acceptance among Malaysian e-commerce users, with a focus on AI techniques such as big data analytics, machine learning, AI platforms, and more. The results show that machine learning and AI platforms meaningfully influence brand recognitions, while big data analytics may not have a significant impact. The study proves to be a foundational reference point for future research and provides useful implications for brands looking for effective strategies to build brand recognition among e-commerce consumers in Malaysia.