AI INTEGRATION IN E-COMMERCE BUSINESS MODELS: CASE STUDIES ON AMAZON FBA, AIRBNB, AND TURO OPERATIONS

Abstract

This systematic review explores the integration of Artificial Intelligence (AI) within contemporary e-commerce business models by analyzing a total of 126 peer-reviewed scholarly articles published between 2013 and 2023. The review aims to provide a comprehensive understanding of how AI technologies such as machine learning, deep learning, natural language processing, and predictive analytics are being utilized to enhance operational performance, customer engagement, and strategic decision-making across major e-commerce platforms. Drawing on case studies from industry leaders such as Amazon, Airbnb, and Turo, the study investigates core applications of AI in areas including personalized recommendation systems, dynamic pricing algorithms, automated logistics and supply chain management, fraud detection, customer service automation, and trust-building mechanisms in peer-to-peer marketplaces. The findings reveal that AI significantly contributes to improving service accuracy, responsiveness, and scalability, while also reinforcing trust and reducing operational risks through autonomous systems. Furthermore, the study discusses the divergent implementation of AI across centralized and decentralized e-commerce models, illustrating the contextual variability in system design and use. The review also addresses the growing influence of international regulatory frameworks, such as the General Data Protection Regulation (GDPR), California Consumer Privacy Act (CCPA), and other jurisdictional mandates, which are increasingly shaping AI governance practices. Key gaps in the literature are identified, including the underrepresentation of small-to-medium enterprises (SMEs), the lack of cross-industry comparative analyses, and limited longitudinal studies on the socio-economic and ethical implications of AI integration. By synthesizing current evidence and highlighting both opportunities and limitations, this review contributes to a deeper academic and practical understanding of AI’s transformative role in e-commerce, offering valuable insights for researchers, policymakers, and digital commerce stakeholders.