Guidelines for Applying Artificial Intelligence Technology to Enhance Efficiency in E-Commerce Businesses of Small and Medium Enterprises (SMES)
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Abstract
This Article aimed to study (1) to identify the types of artificial intelligence technologies that are suitable for e-commerce businesses of small and medium-sized enterprises (SMEs).
(2) to study the application of artificial intelligence technology in enhancing the efficiency of
e-commerce businesses of small and medium-sized enterprises (SMEs). and (3) to analyze the approaches and limitations in selecting artificial intelligence technologies that align with the characteristics of e-commerce businesses of small and medium-sized enterprises (SMEs).
The study employed a qualitative research design using the documentary research method, synthesizing information from academic literature and related studies published between 2019 and 2025. The study covers concepts, technologies, and the global business context of artificial intelligence (AI) applications. A total of 38 documents, deemed comprehensive and sufficient for the analysis, were selected based on defined inclusion and exclusion criteria. The findings reveal that;
- The findings indicate that AI technologies suitable for SMEs in e-commerce can be categorized into four main types: Conversational AI, Generative AI, Predictive Analytics, and Recommendation Systems.
- The implementation of AI in SMEs provides several benefits, including cost reduction, increased operational accuracy, and improved competitive advantage.
- The study suggests that further empirical research, such as field surveys and case studies, should be conducted to capture the real-world context of Thai SMEs. It can be utilized to promote the effective adoption of artificial intelligence technology in Thai businesses, particularly in enhancing customer service, marketing, data analysis, and innovation development.
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