AI in Commerce: Exploring AI Applications Transforming Business, Marketing and Customer Experience

This course introduces learners to the transformative role of Artificial Intelligence (AI) in modern commerce. It explores how AI technologies enhance customer experiences, automate business operations, improve decision-making, and drive organisational growth. The course covers key AI applications, including recommendation systems, chatbots and virtual assistants, and AI-based demand forecasting. Through real-world business examples from retail, e-commerce, marketing, customer support, inventory management, and supply chain operations, learners will gain practical insights into how AI creates value in today's digital economy.

Learning Outcomes

Upon successful completion of this course, learners will be able to:

1. Explain the role and significance of Artificial Intelligence in commerce.
2. Identify major AI applications used in retail, e-commerce, marketing, and customer relationship management.
3. Describe the functioning of recommendation engines and distinguish between collaborative and content-based filtering approaches.
4. Understand the role of Natural Language Processing (NLP) in chatbots and virtual assistants.
5. Evaluate the benefits of AI-powered customer support systems in enhancing customer experience and operational efficiency.
6. Analyse how AI-based demand forecasting supports inventory planning, production management, and marketing strategies.
7. Assess the impact of AI on supply chain optimisation and business performance.
8. Apply foundational AI concepts to real-world commercial and business scenarios.

   Course Modules

   Module 1: AI in Modern Commerce

   Module 2: Recommendation Engines

   Module 3: Chatbots and Virtual Assistants

   Module 4: AI-Based Demand Forecasting

   Learning Resources Included:

   • Comprehensive Study Material
   • PowerPoint Presentations
   • Video Lectures
   • Educational Podcasts

   Target Audience

   • Undergraduate Commerce and Management Students
   • Business Administration Students
   • Marketing and Retail Professionals
   • Learners interested in AI applications in business and commerce

   Attribution Statement:

   Portions of this educational resource have been adapted from Applications of Artificial Intelligence Across Domains: An Interdisciplinary Approach with No-Code Tools and Real-World Use Cases by Suneel Kumar Duvvuri (2026), licensed under CC BY-NC-SA 4.0. Adapted content has been reorganised and supplemented for instructional purposes.