ROLE OF ARTIFICIAL INTELLIGENCE AND MACHINE LEARNING IN IMPROVING ONLINE SHOPPING EXPERIENCE- A REVIEW

Abstract

Machine learning is the scientific study of algorithms and statistical models that are used by computers to perform a definite task without using explicit instructions and relaying on patterns. It is seen as a division of Artificial Intelligence. E-Commerce is also known as electronic commerce or internet commerce which refers to buying and selling of goods using online and even transfer of money and data to execute it. Electronic commerce attracts technologies like mobile commerce, electronic fund transfer, Internet marketing, Online transaction processing and automated data collection systems. Consideration and application of concepts of Artificial Intelligence for sales forecasting to present superior services at affordable cost using chatbots, product marketing has lead to improvised customer satisfaction. With machine learning becoming more integrated in our daily hood, it promises to change things in E-Commerce even more in distinct future. This paper studies customer experience, search results, retargeting, how visual discovery has replaced keyword research, product recommendations and how customers are experiencing ease of access of products in the online scenario of commerce.