Given the rapid pace of technological advancements, how can e-commerce businesses stay ahead of the curve and adapt their strategies to emerging trends like AI, AR/VR and voice search ?
Files
Bodelet_38692000_Xhonneux_48702000_2025.pdf
UCLouvain restricted access - Adobe PDF
- 2.66 MB
Details
- Supervisors
- Faculty
- Degree label
- Abstract
- As emerging technologies reshape the digital landscape, e-commerce companies face the challenge of staying ahead of the curve. This thesis investigates how artificial intelligence (AI), virtual and augmented reality (AR/VR) and voice search can be strategically integrated to maintain competitiveness in the e-commerce sector. Given that the range of technological trends is broad, we will focus mainly on AI due to its advanced level of development and its transformative potential. The study adopts a mixed-methods approach, combining structured literature review as well as empirical research based on expert interviews and a consumer survey. The results highlight that AI improves performance through the automation of internal processes and the personalization of the customer experience, but only under certain conditions. The study offers valuable insights for managers looking to deploy AI thoughtfully and effectively. Practical recommendations include identifying high-value use cases, assigning clear responsibility for AI projects, training staff and complying with ethical and legal rules. The thesis concludes that AI should not be seen as a simple technical tool, but as a strategic tool that, if used wisely, can become a powerful source of differentiation in a highly competitive market.