0000-0001-7626-6962Harnessing Artificial Intelligence for Personalized E-Commerce Strategies in International Business Expansion
Artificial Intelligence is reshaping personalized e-commerce and global growth, blending machine learning, predictive analytics, and newer models like LLMs and LAMs is turning shopping into an experience that feels culturally tuned - opening fresh international paths along the way. Studies show ultra-local personalization can boost engagement by 28–42% and reduce market entry timelines by 40–60%. Yet, this advancement brings ethical and operational challenges that differ by region. Based on extensive literature, this work proposes practical - if sometimes messy - frameworks addressing technical, ethical, economic, and legal aspects. Leading brands report NPS increases of 18–35% and internationalization cost cuts of 22–37%. More than automation, AI emerges as a strategic tool, especially when guided by human insight and cultural awareness. Success hinges on balancing global ambitions with local relevance, where AI acts both as a growth driver and a cultural bridge.
How Can Businesses, Low-Tech Businesses in Particular, Benefit from the Metaverse? A Delphi Perspective from Academics
Two years ago, Meta was born, accompanied by the announcement of the Metaverse. The Metaverse would be a collection of 3D immersive ecosystems for people’s socialization. This innovative idea should allow one to live in the Metaverse as in real life without physical barriers. Attending shows, concerts, virtual travel, and caring for one’s health or education should be possible. In sum, a new marketplace is born. Amid such newness, the question of how businesses may benefit from the Metaverse arises. Albeit tech businesses must be comfortable and adapted to the potentialities of the new marketplace, the entrance of the low-techs may be more problematic. The study brings together a panel of academic experts to reflect on these questions. They agree that there is a myriad of potentialities in the new marketplace, not only for B2C but also for B2B. Low-techs may be less adapted to benefit from the Metaverse. A following-the-wave strategy must be avoided. On the contrary, investing in understanding the new paradigm and careful planning is essential. The Metaverse has no physical barriers, which tend to limit low-techs’ actions. Their nonexistence creates new opportunities and must be where customers are, after all. The Metaverse, however, still needs development to gain critical mass. Hardware easy to use, its cost, speedy and cheap Internet, and mainly, trustable and recognized currencies are still required. Nonetheless, the Metaverse may be a new world full of opportunities.
