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Exploring AI in Swedish E-commerce: A Qualitative Study on Factors Influencing AI Implementation and its Challenges

Tegnér, Carl LU and Lidvall, Axel LU (2023) SYSK16 20231
Department of Informatics
Abstract
This thesis focuses on the adoption of AI within e-commerce in Sweden. A qualitative approach was adopted, interviewing professionals working in the e-commerce sector. Results
were presented using the Technology-Organization-Environment (TOE) framework. This
study aims to gain insights into how e-commerce companies adopt AI technologies and the
challenges they encounter. Thus, this thesis contributes to research by offering insights to the Swedish e-commerce industry concerning AI implementation.

Our findings suggest that the Swedish e-commerce sector has already adopted AI, underscoring its readiness for further AI integration. Additionally, while larger organizations tend to
have more financial capacity to support AI initiatives,... (More)
This thesis focuses on the adoption of AI within e-commerce in Sweden. A qualitative approach was adopted, interviewing professionals working in the e-commerce sector. Results
were presented using the Technology-Organization-Environment (TOE) framework. This
study aims to gain insights into how e-commerce companies adopt AI technologies and the
challenges they encounter. Thus, this thesis contributes to research by offering insights to the Swedish e-commerce industry concerning AI implementation.

Our findings suggest that the Swedish e-commerce sector has already adopted AI, underscoring its readiness for further AI integration. Additionally, while larger organizations tend to
have more financial capacity to support AI initiatives, the sector is becoming increasingly democratized due to the rising availability of ready-to-use AI SaaS solutions. Interestingly, our findings indicate a lack of knowledge on ethical considerations within Swedish e-commerce
companies, which might pose challenges in the future as AI applications become more sophisticated.

Regarding data, our findings suggest that the e-commerce industry has experience working
within this domain. Furthermore, it indicates that data quality and accessibility are two areas that consistently require improvement. Lastly, future regulations pose challenges for e-commerce companies employing AI. Businesses in Sweden will need to find a balance between
ensuring compliance and optimizing AI operations. (Less)
Abstract (Swedish)
Denna kandidatuppsats fokuserar på införandet av AI inom e-handel i Sverige. En kvalitativ
metod antogs genom att intervjua yrkesverksamma som arbetar inom e-handelssektorn. Resultaten presenterades med hjälp av TOE-ramverket. Denna studie syftar till att få insikter i hur
e-handelsföretag använder AI-teknik och vilka utmaningar de stöter på. Därmed bidrar denna
avhandling till forskningen genom att erbjuda insikter till den svenska e-handelsindustrin gällande AI-implementering.

Våra resultat indikerar en beredskap att implementera AI-tekniker i e-handelssektorn. Undersökningen pekade på en tvetydighet kring den övergripande förståelsen av AI. Fortsättningsvis tenderar större organisationer att ha mer finansiell kapacitet att stödja... (More)
Denna kandidatuppsats fokuserar på införandet av AI inom e-handel i Sverige. En kvalitativ
metod antogs genom att intervjua yrkesverksamma som arbetar inom e-handelssektorn. Resultaten presenterades med hjälp av TOE-ramverket. Denna studie syftar till att få insikter i hur
e-handelsföretag använder AI-teknik och vilka utmaningar de stöter på. Därmed bidrar denna
avhandling till forskningen genom att erbjuda insikter till den svenska e-handelsindustrin gällande AI-implementering.

Våra resultat indikerar en beredskap att implementera AI-tekniker i e-handelssektorn. Undersökningen pekade på en tvetydighet kring den övergripande förståelsen av AI. Fortsättningsvis tenderar större organisationer att ha mer finansiell kapacitet att stödja AI initiativ, dock blir sektorn alltmer demokratiserad på grund av den ökande tillgängligheten av färdiga SaaS-lösningar för AI. Intressant nog tyder våra resultat på en brist på kunskap om etiska överväganden inom svenska e-handelsföretag, vilket kan utgöra utmaningar i framtiden när AI-applikationer blir mer sofistikerade.

Angående data tyder våra resultat på att e-handelsbranschen har erfarenhet av att arbeta inom
detta område. Dessutom tyder det på att datakvalitet och tillgänglighet är två områden som
ständigt kräver förbättringar. Slutligen innebär framtida regelverk utmaningar för e-handelsföretag som använder AI. Företag i Sverige kommer att behöva hitta en balans mellan att säkerställa efterlevnad och optimera AI-verksamheten. (Less)
Please use this url to cite or link to this publication:
author
Tegnér, Carl LU and Lidvall, Axel LU
supervisor
organization
alternative title
Utforskning av AI i svensk e-handel: En kvalitativ studie om faktorer som påverkar AI-implementering och dess utmaningar
course
SYSK16 20231
year
type
M2 - Bachelor Degree
subject
keywords
Artificial Intelligence (AI), Technology-Organization-Environment (TOE) Framework, AI Readiness Factors, E-commerce, Sweden.
language
English
id
9136841
date added to LUP
2023-09-08 15:51:34
date last changed
2023-09-08 15:51:34
@misc{9136841,
  abstract     = {{This thesis focuses on the adoption of AI within e-commerce in Sweden. A qualitative approach was adopted, interviewing professionals working in the e-commerce sector. Results
were presented using the Technology-Organization-Environment (TOE) framework. This
study aims to gain insights into how e-commerce companies adopt AI technologies and the
challenges they encounter. Thus, this thesis contributes to research by offering insights to the Swedish e-commerce industry concerning AI implementation.

Our findings suggest that the Swedish e-commerce sector has already adopted AI, underscoring its readiness for further AI integration. Additionally, while larger organizations tend to
have more financial capacity to support AI initiatives, the sector is becoming increasingly democratized due to the rising availability of ready-to-use AI SaaS solutions. Interestingly, our findings indicate a lack of knowledge on ethical considerations within Swedish e-commerce
companies, which might pose challenges in the future as AI applications become more sophisticated.

Regarding data, our findings suggest that the e-commerce industry has experience working
within this domain. Furthermore, it indicates that data quality and accessibility are two areas that consistently require improvement. Lastly, future regulations pose challenges for e-commerce companies employing AI. Businesses in Sweden will need to find a balance between
ensuring compliance and optimizing AI operations.}},
  author       = {{Tegnér, Carl and Lidvall, Axel}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{Exploring AI in Swedish E-commerce: A Qualitative Study on Factors Influencing AI Implementation and its Challenges}},
  year         = {{2023}},
}