Consumer Awareness Level of Artificial Intelligence through E-Retailing: 2003-2023 Bibliometric Review

This study analyses the awareness level of artificial intelligence (AI) among consumers in e-retail, focusing on 1186 peer-reviewed articles published between 2003 and 2023, Sourced from leading academic databases such as Scopus. The results show the frequent keywords used by authors, were artificial intelligence, consumer awareness level, machine learning, deep learning and e-retail, China and united stated of America are the countries in this field. The research highlights the importance of AI technologies like machine learning, deep learning, and e-retail in improving shopping experiences, product recommendations, and sales assistance. The study identifies four main themes: chatbots, customers, and predictive analytics. However, there are still gaps in determining consumer awareness of AI in e-retail, which could lead to more responsible AI adoption and future research. The research aims to fill these gaps and contribute to the burgeoning field of AI in e-retail.