Artificial Intelligence in E-commerce Education: Bridging the Gap Between Academic Learning, Digital Competencies and Industry Readiness

Vollständiger Abstract

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Artificial Intelligence (AI) is becoming an important part of modern business, particularly in the rapidly expanding field of e-commerce. From recommending products and responding to customer queries through chatbots to understanding consumer preferences, detecting fraudulent transactions, managing inventory, and improving supply-chain decisions, AI is changing how online businesses operate and compete. This transformation also raises an important question for commerce and business education: are students receiving the knowledge and practical skills needed for the digital workplace they will enter? Although universities provide students with essential theoretical foundations, a gap often remains between classroom learning and the digital competencies expected by employers. Recent research provides valuable evidence on how AI can contribute to addressing this gap. For instance, a systematic review of AI and personalised learning in higher education screened 17,899 records and identified 45 relevant studies, highlighting the potential of AI to support adaptive learning, timely feedback, student engagement, and data-informed teaching. Another systematic review examining 125 studies published between 2015 and 2025 further demonstrates the growing use of AI in teaching, learning, and assessment. These findings suggest that AI can make learning more personalised and responsive, but they also show that technology by itself cannot transform education. Teachers need appropriate training and confidence to integrate AI into their teaching, while students require meaningful opportunities to develop digital and analytical skills. Issues such as data privacy, algorithmic bias, academic integrity, and unequal access to technology also need careful attention. In e-commerce education, students should therefore be encouraged to connect classroom concepts with real business situations through simulations, live projects, internships, case studies, data analysis exercises, and practical exposure to AI-enabled platforms. More importantly, they should learn to question and evaluate AI-generated information rather than simply accept it. Critical thinking, creativity, communication, ethical awareness, and human judgement remain essential alongside technological skills. By bringing academic knowledge together with practical experience, digital competencies, and responsible use of AI, e-commerce education can help graduates become more confident, adaptable, and industry-ready, enabling them to respond effectively to the changing demands of the digital economy.