Predicting Trends and Maximizing Sales: AI’s Role in Saudi E-Commerce Decision-Making

Artificial intelligence (AI) has emerged as a transformative force across various sectors, providing innovative solutions and enhancing operational processes. In the e-commerce domain, AI has significantly contributed to customer-centric approaches and strategic decision-making, fostering superior customer experiences. This study investigates the role and impact of AI in the Saudi e-commerce sector, focusing on the perspectives of female customers and retailers. Grounded in sociotechnical theory, the research employs a mixed-methods approach, combining quantitative surveys and semi-structured interviews. The quantitative findings demonstrate that AI-enabled e-commerce positively influences customer experience, customer satisfaction, and operational efficiency. Key AI capabilities, such as task automation, personalized recommendations, and predictive analytics, enhance online retail systems’ performance. The qualitative analysis highlights both the opportunities and challenges associated with AI adoption, emphasizing the need for specialized infrastructure and skilled professionals. Participants recommend addressing the skill gap and adopting phased implementation strategies to optimize AI integration. This study provides actionable insights and strategic recommendations for policymakers and stakeholders in the Saudi e-commerce sector.