Evidences of AI powered Use Cases and Challenges in E-tailing from leading Indian E-tailers

The paper highlights the usage and challenges of artificial intelligence in etailing, citing use cases from leading Indian etailers like Amazon and Flipkart. Both organizations have embraced artificial intelligence in a number of ways to improve its operations and enhance customer experience. AI has emerged as a powerful tool that has significantly impacted etailers throughout the globe and especially in India. The results of the study show that both etailers have harnessed the transformative capabilities of AI to secure a strong market position. While Amazon employs machine learning, chatbot assistants, product recommendations, and generative AI, Flipkart applies AI for customized search, issue detection, Microsoft partnership, project Mira to name a few. This article is a reflection of how these leading Indian e-tailers has devoted resources to developing AI capabilities and also exposes the challenges involved like security risks, perception regarding ethics, technology integration, culture wars and quality of data.