AI and Big Data in E-Commerce: Amazon’s Digital Innovation in Its Operational Processes
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Digital transformation has become a key driver in transforming business operational processes. Traditional operational processes have now shifted to those driven by data and technology. This study aims to analyze how a company's operational activities based on AI and Big Data improve efficiency, decision-making accuracy, and sustainable competitiveness. Through a qualitative case study approach with thematic analysis, this study identifies the key practices supported by AI and Big Data at Amazon. The results show that the implementation of these technologies not only impacts efficiency but also enables flexibility, continuous innovation, and a comprehensive transformation of operational work structures. This study provides practical and theoretical contributions to understanding the strategic role of AI and Big Data in operational digital innovation. It serves as a reference for other companies seeking to adopt similar transformations in the digital economy era.
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