Document Type

Honors Project

First Advisor

Jeff Pierson

Second Advisor

Ron Alabanza

Third Advisor

Michelle Clark

Degree Award Date

Spring 5-2-2026

Keywords

Artificial inteligence, Amazon, Jumia, Alibaba, E-commerce

Disciplines

Art and Materials Conservation | Industrial and Product Design | Interdisciplinary Arts and Media

Abstract

Globally there is a great divide between consumer acceptance of artificial intelligence (AI) and the reluctance of the services due to lack of knowledge on its systems. Major global shopping platform, Amazon has adopted the use of AI into their experiences for upholding their pillars of optimization, utilization, and personalization. In the global e-commerce framework,  adoption of AI has been similarly found also in companies like Alibaba (Chinese-based) and Jumia (Kenyan-based). Though these companies have seen customer satisfaction increase with the availability and quality of the service they provide, it is pertinent to note that there are still underlying issues that AI is incapable of answering. These concerns not only lie in the identification of what the consumer is commanding the system but also with the preconceived notion of AI being seen as a black box. Though these sites identify their actions to their consumers, there is still a substantial number of individuals weary of the location of where their information is being used and or stored. Artificial intelligence is being utilized into these shopping platforms for the purpose of increasing customer satisfaction, as a result maintaining optimization, speed, and efficiency.

Recommended Citation

Barden (2026). AI and E-Commerce: A Comparative Analysis of Amazon, Jumia, and Alibaba. Bridgewater College, Bridgewater, Virginia. 

Force Open Access

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