HARNESSING THE POWER OF ARTIFICIAL INTELLIGENCE IN ECOMMERCE: A STRATEGIC TOOL FOR REDUCING APPAREL RETURNS

Artificial Intelligence (AI) is today an integral part of new media ecosystem. E- commerce is reaching new heights with its implementation. With the two-fold objectives, this study aims to describe the status quo of technology and its role in modernizing e-commerce and present a shopper-centric business model that can be practically applied to reduce product returns to an optimum extent. AI is observed as a major force for innovation for e- commerce retailers. This study is concerned with describing present AI advancements, its historical evolution in ecommerce and a future perspective of its implementation through a conceptual model.