DIGITAL BUSINESS TRANSFORMATION: ANALYSIS OF THE EFFECT ARTIFICIAL INTELLIGENCE IN E-COMMERCE’S PRODUCT RECOMMENDATION

The purpose of this study is to determine whether artificial intelligence used in E-Commerce influences product recommendations for users. This study explains how much influence artificial intelligence on product recommendations supplied by E-commerce in terms of consumer behavior in making purchasing decisions. Research methods. This research used bibliometric analysis to find the mapping of this topic with articles period 2017 to 2023 from Scopus database. Of the 103 articles were showed by keyword and analyzing the articles according to the relate of the content about 29 articles were finally obtained. The research result is Artificial Intelligence has influence for E-commerce, recommendation system, decision support system, customer behaviour’s, and customer trust. Product recommendations have an impact on E-Commerce. Conclusion. However, from the literature review, founded that there are still a few journals discussing related to considerations to the implementation regarding the use of AI in e-commerce "Consumer behaviour", "Customer Trust", "Purchasing decisions". This study is also useful to generate additional AI-related research in e-commerce and unquestionably for a fresh subject will be covered especially in context of product recommendations on E-commerce.