ARTIFICIAL INTELLIGENCE AND INTELLIGENT COMMERCE: TRANSFORMATION OF BUSINESS MODELS AND COMPETITION

Abstract

The aim of this paper is a theoretical consideration of the concept of intelligent commerce, which represents a new revolutionary phase in the development of contemporary trading organizations under conditions of intensive development of artificial intelligence. Accordingly, the impact of artificial intelligence on the transformation of business models, changes within the value chain, and the redefinition of competitive dynamics in commerce is analyzed. A theoretical-analytical approach is applied, with a focus on organizational learning and contemporary changes within trading organizations, along with the systematization of contemporary domestic and foreign literature, as well as the analysis of examples from the practice of advanced global trading companies. The results indicate that the application of artificial intelligence significantly changes operational processes in commerce, but also the logic of competition. The sustainable advantage of traders increasingly depends on rapid organizational learning, high-quality data, and the ability to operationalize analytical insights in real time. It is concluded that modern intelligent commerce implies a transition toward adaptive and self-improving systems that base their functioning on high-quality data.