The Challenges of Using Generative AI Applications in Electronic Commerce

There has been a lot of activity in recent months to monetize generative AI applications due to their growth in popularity across multiple sectors. Specifically, businesses with a digital direct-to-consumer (D2C) channel, (e.g. e-commerce websites, Instagram shops), are strategically investing in AI tools to improve consumer engagement, enhance marketing effectiveness, and invest in product development. Technology is undergoing a revolution thanks to generative AI, which creates highly personalized and realistic content automatically for a range of media. This study explores the panorama of generative AI applications in e-commerce; including task and technology classification, and maps the main challenges and concerns associated with generative AI applications in e-commerce, covering social, behavioral, and technical limitations.