Η χρήση της μηχανικής μάθησης στο ηλεκτρονικό εμπόριο την τελευταία 10ετία : συμβολή και προκλήσεις
The use of machine learning in e-commerce the past decade : contribution and challenges
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Keywords
Μηχανική μάθηση ; Ηλεκτρονικό εμπόριο ; Εξατομίκευση ; Αλγοριθμική προκατάληψη ; Τεχνητή νοημοσύνη ; Προκλήσεις ; Οργανωτική υιοθέτηση ; Μελλοντικές τάσεις ; Διαφάνεια ; Ρυθμιστικό πλαίσιοAbstract
This study explores the contribution of Machine Learning (ML) to the transformation of e-commerce, focusing on its applications, commercial benefits, technical and organizational challenges, as well as future directions. Through a combination of literature review and qualitative methodology, the views of professionals in the field were analyzed regarding the role of ML in customer experience personalization, decision support, and optimization of operations such as customer service and logistics. Additionally, critical issues were highlighted, including algorithmic bias, the need for transparency, and the ethical use of data. The findings indicate that despite technical difficulties and initial resistance within organizations, ML is a key driver of competitiveness—especially when combined with proper training and interdepartmental collaboration. The study concludes with proposals for regulatory frameworks, strategies for small and medium-sized enterprises (SMEs), and future research on the responsible and scalable use of ML in the e-commerce sector.