Digital Marketing and E-Commerce in AI Era

Abstract The main objective of this research is to analyze to what extent the e-commerce SMEs, by putting into action the knowledge capital, can leverage disruptive technologies like AI, including Gen AI. The secondary objective is to identify a solid foundation for the role of e-commerce E2E value chain in harmonizing technology and data so as to improve the customer experience (CX, based on a better understanding of the motivations of e-commerce business customers interested in adopting disruptive technologies like AI, including Gen AI), and increase the impact of an improved digital CX on e-commerce business profitability and sustainability. Research findings allowed the outline of perspectives by reducing the identified research gap, and to continue the traditional debate regarding the necessary improvement of the construction quality of a pyramid of solutions for valorization of disruptive technologies like AI by e-commerce SMEs.