Big Data and Artificial Intelligence (AI) In E-Business: Opportunity and Challenges in Business Growth

Abstract

This research article delves into the multifaceted implications of Big Data and Artificial Intelligence (AI) on e-businesses, emphasizing both their potential advantages and the associated challenges. With a rapidly evolving market characterized by intricate digital integrations, personalization and predictive analytics emerge as paramount drivers for e-business growth. Statistical evidence reveals that 80% of consumers favor businesses offering personalized experiences, and AI-driven predictive analytics have contributed to significant revenue increases in companies. However, this monumental shift isn't without its challenges. Concerns about data breaches, AI biases, and the infrastructural investments needed to harness these technologies effectively have risen. Through an exhaustive review of current literature and pertinent case studies, this article aims to provide a comprehensive understanding of how e-businesses can optimally leverage Big Data and AI, while concurrently navigating the complexities presented by ethical, security, and infrastructural challenges. This dual exploration addresses the research objectives: understanding the leverage points for e-business growth using personalization and predictive analytics, and delineating the obstacles faced in Big Data and AI integration within e-commerce. Drawing from secondary data, this research offers a holistic perspective to stakeholders on the evolving landscape of e-business in the context of Big Data and AI.