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Institutionalization of e-Commerce and Artificial Intelligence: Mutual Influence and Its Contradictions
Soboliev V. M.

Soboliev, Volodymyr M. (2024) “Institutionalization of e-Commerce and Artificial Intelligence: Mutual Influence and Its Contradictions.” Business Inform 12:6–14.
https://doi.org/10.32983/2222-4459-2024-12-6-14

Section: Economic Theory

Article is written in Ukrainian
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UDC 330.341.2:[334.722:004](043.5)

Abstract:
The aim of the article is to identify the contradictions and challenges generated by the development of artificial intelligence (AI) in the e-commerce sector, as well as ways to resolve these contradictions through the purposeful influence of society on the creation of an adequate institutional environment for the functioning and development of e-commerce. Research methods are the following: logical and historical approaches used as a unity, analysis and synthesis, institutional analysis, quantitative and qualitative analysis used as a unity, theoretical generalization. The conclusion is substantiated that the development of e-commerce is a natural stage of virtualization and digitalization of retail chains of the modern economy, initiated by the emergence and spread of the Internet. In turn, the emergence and development of AI, which is a relatively autonomous process, can simultaneously be considered a technological response to the needs of accelerating digitalization. With this approach, the introduction of AI algorithms in e-commerce brings along both positive consequences and significant threats to sustainable economic development due to the specifics of the institutional environment of e-business. In this regard, there is an objective need to improve the institutional environment for e-commerce by, first, harmonizing informal institutions (strengthening trust between participants), and secondly, strengthening the regulatory influence of the State through improving rule-making (in particular, increasing the effectiveness of sanctions for digital fraud and transparency of electronic transactions). The originality of the article lies in the application of the methodology of institutional analysis to the disclosure of the impact of artificial intelligence on the dynamics of e-commerce, thanks to which it was possible to identify the contradictory consequences of the spread of AI in the field of e-commerce and ways to neutralize the negative impact of AI through tightening State control and supervision over the development of AI algorithms and strengthening the institution of trust.

Keywords: digitalization of the economy, network economy, e-commerce, artificial intelligence, institutionalization, trust, economic policy.

Bibl.: 42.

Soboliev Volodymyr M. – Doctor of Sciences (Economics), Professor, Professor, Department of the Economic Theory and Economic Methods of Management, V. N. Karazin Kharkiv National University (4 Svobody Square, Kharkіv, 61022, Ukraine)
Email: [email protected]

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