Evaluating the Impact of Artificial Intelligence Adoption on the Productivity of E-Commerce-Based MSMEs: A Quantitative Approach
Keywords:
Artificial Intelligence, MSMEs, E-commerce, Productivity, Digital TransformationAbstract
This study evaluates the impact of Artificial Intelligence (AI) on the productivity of e-commerce-based Micro, Small, and Medium Enterprises (MSMEs). The rapid integration of AI technologies, including chatbots, recommendation systems, and automated marketing tools, has transformed business operations; however, their measurable contribution to MSME productivity remains insufficiently explored. This research employs a quantitative approach using survey data collected from MSME owners who actively utilize e-commerce platforms and AI-based tools. The data are analyzed using multiple regression and Structural Equation Modeling (SEM) to examine the relationship between AI adoption and key productivity indicators, such as sales growth, operational efficiency, and cost reduction. The findings indicate that AI adoption has a significant and positive effect on MSME productivity. Customer-facing AI tools, particularly recommendation systems and automated marketing, demonstrate the strongest impact by directly improving sales performance and customer engagement. Meanwhile, backend AI applications, such as predictive analytics, contribute more gradually by enhancing operational efficiency. The results also show that the effectiveness of AI is influenced by moderating factors, including digital literacy, technological readiness, and the intensity of AI usage. This study contributes to the literature by providing empirical evidence of the direct relationship between AI adoption and MSME productivity within the e-commerce context of developing economies. It also offers practical implications for MSME owners and policymakers, emphasizing the importance of strategic AI implementation and capacity building. Overall, the study concludes that while AI has strong potential to enhance productivity, its success depends on the readiness and capability of MSMEs to effectively utilize the technology.
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