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DOM- 205
TECHNOLOGY AND DIGITAL ECONOMY

“ARTIFICAL INTELLIGENCE
AND E-COMMERCE”

SUBMITTED BY:
Neha Reddy Kuthuru
1710110232
DATE OF SUBMISSION – 12.09.2018
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TABLE OF CONTENTS

S.NO. TOPIC PG.NO.

1 Objective 3

2 Abstract 3

3 Introduction 4

4 What is Artificial Intelligence? 4

5 Artificial Intelligence in e-commerce 5

6 How AI is currently being used in e-commerce 5

7 How AI is transforming the e-commerce industry 9

8 Impact of AI on the economy 11

9 Scope of improvement and the future 13

10 Conclusion 15

11 References 17
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OBJECTIVE

The purpose of this report is to understand artificial intelligence and its applications in
e-commerce and retail industry. It also talks about how the implementation of artificial
intelligence is transforming e-commerce. It also focuses on the economic impact of
implementation of artificial intelligence and the scope for improvements in the future.

ABSTRACT

AI is beginning to embed itself into all aspects of our lives. From the growing number
of self-checkout cash registers to advanced security checks at the airport; artificial
intelligence is everywhere. It’s widely anticipated that AI is set to go into turbo drive
in the next couple of months with giants like Google and Microsoft already investing
heavily into new AI initiatives. Google’s £400m purchase of a start-up DeepMind1 the
artificial intelligence company that specializes in algorithms and machine learning for
positive impact, is one of the many expected acquisitions as the potential of such
technology becomes a reality. Thus the advent of artificial intelligence has opened
doors for revolutionising various sectors. E-commerce is one of them. It has unlocked
new opportunities and increased the scope for retailers witnessing an exponential hike
in their sales. Thus AI has helped e-commerce sites in providing a better user
experience and leveraging the sales.

1
“Google buys UK artificial intelligence start-up DeepMind”. BBC. 27 January 2014. Web. 20th August 2018.
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INTRODUCTION

India is one of the fastest growing e-commerce markets worldwide, with millions of
new internet users taking advantages of cheap mobile connections to send mobile
messages, watch online videos, use mobile services and of course to shop. According
to recent market research, mobile phone internet user penetration in India is projected
to reach 37.36 percent of the population in 2021, representing a huge potential in
terms of digital and mobile buyer audience. Total internet audiences in India are
estimated to surpass 635 million online users in 2021.2 Considering that we are
growing at a huge rate, say it in terms of population, scripted knowledge, tasks etc
increasing in scale also increases the disorderliness in system, demanding huge
number of tasks to be automated and centralised. This is when artificial intelligence
made an appearance and effected the e- commerce industry in a very significant way.

WHAT IS ARTIFICIAL INTELLIGENCE?

AI in very simple words is implementing human senses in machines.
In computer science, the artificial intelligence research is defined as the study of
intelligent agents – any device that perceives its environment and takes actions that
maximise its chance of successfully achieving its goals.3 The term "artificial
intelligence" is applied when a machine mimics "cognitive" functions that humans
associate with other human minds such as "learning" and "problem solving".
The traditional goals of AI research include reasoning, knowledge representation,
planning, learning, natural language processing, perception and the ability to move
and manipulate objects. Approaches include statistical methods, computational
intelligence and traditional symbolic AI.4

2
“Retail e-commerce sales in India from 2016 to 2022.” Statista. Web. 20th August 2018.
3
Poole, David; Mackworth, Alan; Goebel, Randy. Computational Intelligence: A Logical Approach. New York: Oxford
University Press, 1998.
4
Russell, Stuart J; Norvia, Peter. Artificial Intelligence: A Modern Approach (3rd ed). Upper Saddle River, New Jersey:
Prentice Hall. 2009.
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ARTIFICIAL INTELLIGENCE IN E-COMMERCE

Since we live in a global economy where sales happen at all hours of the day and
consumers can purchase goods from all over the world, businesses need to be
operating round the clock and should always be in service to their customers. Artificial
intelligence in e-commerce enables organizations to collect and analyze data in real-
time thus allowing businesses to be more efficient and to alter and enhance their
operations according to the needs and preferences of the consumer. With the current
status of the online marketplace, e-commerce has become more saturated and
competitive, meaning that for a business to succeed, it needs to be faster and smarter.
Well that’s exactly where AI comes in and its changing up the online marketing game
in a big way.

HOW AI IS CURRENTLY BEING USED IN E-COMMERCE

1. Create customer- centric search

Artificial intelligence has replaced the old-fashioned search boxes and helped the
customers to find what they are looking for in a much more natural way. Based on
typed queries and external data sources, Bloomreach5 uses its understanding of user
intent to automatically find the right products and create landing pages for specific
categories.
Instead of manually writing algorithms or simply guessing what customers would like
to see, machine learning and intelligent analytics can be used to provide up-to-date
and personalized content. Consumers often abandon e-commerce experiences because
the product results displayed are often irrelevant. To tackle this problem Twiggle6
utilises natural language processing to narrow, contextualise and ultimately improve

5
Bloomreach homepage. Web. 21st August 2018.
6
Twiggle homepage.. Web. 21st August,2018.
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search results for online shoppers. This ensures that the shopping experience is very
user-friendly with customers being exposed only to the products that they would be
interested in.

2. Provide personal touch with chatbots

A chatbot7 is a computer program that simulates human conversation through voice
commands or text chats or both.
The most advanced bots are powered by artificial intelligence, helping it to understand
complex requests, personalize responses, and improve interactions over time. This
technology is still in its infancy, so most bots follow a set of rules programmed by a
human via a bot-building platform.
Chatbots can actively take on some of the important responsibilities that come with
running an online business, particularly when it comes to executing tasks for
operations and marketing. Chatbots can automate order processes and are an effective
and low-cost way of providing customer service. Chatbots provide valuable customer
support solution for e-commerce retailers. Thus, they can also reduce the cost involved
in hiring employees to handle customer services. They can also make the entire
process smooth and error proof.

3. Visual search
One of the biggest openings for AI technology in e-commerce is helping clients find
products faster. It can be achieved using chatbots or making textual search more
semantic, but one of the most promising technologies is visual search through image
recognition. The technology benefits all: customers instantly find exactly what they
want and thus allowing the business to minimize the time required for evaluating the
user journey.

7
Chatbot. Investopedia. Web. 21st August,2018.
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Pinterest’s lens tool8 is one of the brightest examples of visual search. The brand
partnered with fashion companies to find the matching items in store directly from the
image found on Pinterest. Fashion giant ASOS launched a similar tool allowing
customers to find items on the site like the ones on their Camera Roll.9 This generates
customer satisfaction because it reduces the cumbersome process of going through
hundreds of products.

4. Implement virtual assistants

AI is quickly becoming the mainstream technology in terms of consumer devices and
services. With products such as Alexa10, Cortona11, Watson12 over two-thirds of
consumers are already using AI without knowing it.13 These assistants can be used for
activities like adding/removing an item from cart, checking cart, check out with cart
items, reorder previous order, review shipping status and check availability. They can
also help the customers make better purchase decisions and provide personalized
recommendations.

5. Sales forecasting and inventory management

Machine learning, which is an important part of artificial intelligence enables the
analysis of large amounts of customer details as shown by Netflix which predicts what
their viewers want, before they know themselves.14
Sales forecasting is one of the biggest disruption opportunities in e-commerce. Being
able to tell how much of a given product you will sell by a certain date allows retailers
to stock inventories more efficiently and eliminate large sums of unwanted costs.

8
“Introducing the next wave of visual search and shopping.” Pinterest Newsroom. 14th November 2017. Web. 23rd
August 2018.
9
Moon, Mariella. “ASOS adds visual search to ease your fashion hunt.” Engadget. 8th October 2017. Web. 23rd August
2018.
10
Amazon Alexa. Web. 25th August 2018.
11
Microsoft. Web. 25th August 2018.
12
IBM Watson. Web. 25th August 2018.
13
Krauth, Olivia. “How 68% of consumers are already using AI without knowing it.” TechRepublic.. Web. 25th August
2018.
14
Markman, Jon. “Netflix knows what you want….before you do.” Forbes. Web. 26th August 2018.
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Sales predictions also have a vast influence on inventory management. Being

aware of slumps and spikes in demand helps prevent the ordering of out-of-demand
goods or piling up inventory of stock that will not be sold. To reduce product loss or
spoilage, minimize waiting costs and storage, companies analyse customer behaviour
via machine learning. There’s an interesting instance involving Walmart’s
use of Watson’s weather analytics to learn that people crave steak more when it’s
warm but windy outside and salad, if the temperature is above 80 degrees.15

6. Providing better services at lower cost

Another way to create more personalized marketing opportunities is by using AI to
eliminate redundancies and automate processes. Chatbots, for example, can help
businesses save on customer service costs by speeding up response times, freeing up
agents to perform more challenging work, and answering up to 80% of routine
questions16 . Not only might this lead to cost reductions of up to 30%, it will also lead
to a more customer-centric approach.

7. Automate back-office processes and reduce manual tasks

Tasks like manual mapping of products and management of product data are very
time-consuming and error-prone. Automating back-office processes have enabled
website creation tools to build websites based solely on questions they ask and
answers their clients provide. Thus the employees can indulge in more creative tasks
and leave the mundane jobs to AI based smart devices.

15
Neff, Jack. “Cloudy with a chance of meatballs: How weather forecast predicts Walmart’s sales outlook.” AdAge
India. 27th October 2014 Web. 26th October 2018.
16
Reddy, Trips. “How chatbots can help reduce customer service costs by 30%.” IBM Watson. 17th October 2017. Web.
27th August 2018.
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HOW AI IS TRANSFORMING THE E-COMMERCE

INDUSTRY
Corporations in every industry are scrambling to adapt and integrate artificial
intelligence into their products and retail is no exception
Digitization of retail industry has unveiled new realms and opportunities for the
retailers globally. It is predicted that by 2018, 75% of developer teams will utilize
Artificial Intelligence in building one or more than one services or business
applications.17

In another study, it is found that 3 out of 4 online retailers in the fashion industry have
plans to invest in AI over the next 24 months. The same research also shares that 67%
survey respondents believe that AI will help them enhance their organization’s
efficiency.18

Not only these, a report19 shares that shoppers that interact with online opinions and
reviews have 97% more chances of converting with a seller in compared to those who
do not. According to the same report, Revenue per visitor for retailers increases 106%
when customers interact with CGC [consumer generated content] versus those that do
not. For brands, revenue per visitor sees a 75% lift due to CGC. Consumers crave
authenticity from the brand they are engaging with and the reviews by fellow shoppers
may serve as a genuine validation. Due to the growing amount of user generated
content on the web and its impact on the sales, it has become important to ensure the
quality of the content. AI could thus be employed to filter the genuine reviews and
help the marketers to capture attention, build trust and accelerate the sales by tackling
the fake reviews.

17
“IDC FutureScape: Worldwide IT Industry 2017 predictions.” IDC. November 2016. Web. 28th August 2018.
18
“Artificial Intelligence- an investment to transform online sales performance.” Apptus. Web. 28th August 2018.
19
“Consumer-generated content helps drive online sales.” Business Insider. 4th May 2016. Web. 29th August 2018.
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According to a study by IMRG & Hive, Three quarters of fashion retailers will invest
in AI over the next 24 months and e-commerce giant, heavily involved in fashion
retail, Alibaba, already invested $15bn in R&D labs in a push to become the AI
leader.20

CASE EXAMPLE – HOW FASHION BRANDS ARE USING

VISUAL SEARCH TO GROW SALES
Visual search removes roadblocks and decreases friction in the shopping experience,
taking shoppers directly from inspiration to satisfaction. Because taking a photo of a
product is the #1 most popular in-store mobile shopping activity. More and more
retailers are implementing visual search as a way to engage customers and drive sales.

Asos’ “Style Match” visual search tool is available for both iOS and Android. The
reverse image search feature lets customers take or upload a photo to the app to find
visually comparable clothing styles that are available to shop. Asos reported that in
2017, 70% of their UK orders came from mobile devices. With the implementation of
their visual search feature, they expect sales to grow by 30 to 35%.21

Nordstrom Rack has seen a 75% increase in conversions22 among customers who
encountered visual search in the sales process.

With visual search, average order size increases by an average of 20%.26

20
“Three quarters of fashion retailers will invest in AI over the next 24 months. Realwire. 10th May 2017. Web. 30th
August 2018.
21
Peregud, Irina. “How visual search is disrupting the retail industry.” InData Labs. 6th February 2018. Web. 6th
Septrmber 2018.
22
Biron, Bethany. “Retailers continue to experiment with visual search.” Digiday. 11th October 2017. Web . 6th
September 2018.
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By 2021, it’s estimated 75% of all retailers are planning to invest in some sort of
cameras and video analytics to enhance the customer experience, both in-store and
online.23

IMPACT OF ARITIFICIAL INTELLIGENCE ON THE

ECONOMY
There are three huge questions regarding artificial intelligence and its impact on the
economy: What can it do? Where is it headed? And how fast will it spread?
According to Rejoiner 24 Amazons recommendation engine drives 35 percent of total
sales. The company also reported a 29% sales increase to $12.83 billion during its
second fiscal quarter, up from $9.9 billion during the same time last year.21 A lot of
that growth arguably has to do with the way Amazon has integrated
recommendations into nearly every part of the purchasing process from product
discovery to checkout.
According to the study titled ‘Rewire for Growth” by Accenture25 Artificial
intelligence has the potential to add $957 billion or 15 percent of current gross value
added to India’s economy in 2035. AI is expected to raise India’s annual growth rate
by 1.3 percentage points- in a scenario of intelligent machine and humans working
together to solve the country’s most difficult problems in 2035. Accenture predicts
that A.I. could boost profitability rates by 38% in the wholesale and retail industries
by 2035.

23
“Reinventing retail: 2017 Retail Vision Study.” Zebra. Web. 7Th September 2018.
24
“The Amazon Recommendations secret to selling more online.” Rejoiner Resources. Web. 30th August 2018.
25
“Rewire for Growth.” Accenture. Web. 30th August 2018.
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With the AI solutions by Boxx.ai26, Nearbuy observed an overall increase in the click
to-open-ratio (CTOR) by 35.7%, in response to the email notifications that were
communicated to the customers. As a response to the app notifications, an overall
increase of 51.6% was achieved in the revenue generated.

A study by Gartner27 reveals that by 2020, around 80-85% of customer interactions

will be handled by artificial intelligence. The same research also shares that 67%
survey respondents believe that AI will help them enhance their organization’s
efficiency and AI will be a top five investment priority for more than 20% of CIOs.

But with the technological advancements and the increase in automation, there will
also exist negative repercussions on the society.
The McKinsey Global Institute published a report about automation and jobs and how
the technology might take a turn and how its going to effect the jobs of workers from
various countries.28
It is estimated that between 400 million and 800 million individuals could be
displaced by automation and the need to find new jobs by 2030 would increase
tremendously. Of the total displaced, 75 million to 375 million may need to switch
occupational categories and learn new skills.
The automation could displace huge amounts of labor but jobs involving managing
people, applying expertise and social interactions wouldn’t be affected.

To realise the full potential of AI, India needs more concentrated effort at the national
level with collaboration between policy makers, civil society and the private sector to

26
boxx.ai. Web. 31st August 2018.
27
“Artificial Intelligence will create more jobs than it eliminates.” Gartner Newsroom. 13th December 2017. Web. 31st
August 2018.
28
James Manyika, Sausan Lund, Micheal Chui, Jacques Bughin, Jonathan Woetzel, Parul Batra, Ryan Ko and Saurabh
Sanghvi. “Jobs lost, jobs gained.” McKinsey Global Institute. November 2017.Web. 30th August 2018.
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develop a long-term vision and action plan that unites all the sectors of the society and
addresses technical and ethical questions as they arise. Apart from this, the country
also needs to increase investments for research and development of technology which
will enable greater access to the data and its consolidation.

SCOPE FOR IMPROVEMENT AND THE FUTURE

 It is estimated that upwards of 70% of online shopping carts are abandoned29

before customers complete their purchases. The reasons for abandoning the carts
could range from not finding the right product to not liking the price for which the
products are being offered. I think, AI could be thus incorporated into the online
shopping applications to provide the customers with more personalized suggestions
that will save the customers the hassle of scrolling through hundreds of images for
finding the product and the price that suits them. AI could also be implemented to
inform the customer as to when the prices of the products in the cart fall.
Personalized offers, notifications and coupons can be sent to the customer to
minimize the cart abandonment issues. Using AI for personalization in ecommerce
could solve a huge problem for the retailers – the runaway customer.

 According to Conversica,30 at least 33% of marketing leads are not followed up by

the sales team. This means that pre-qualified potential buyers interested in your
product or service, fall through the inevitable cracks. Thus AI could be
incorporated to form a well- curated sales force that knows what the customers
exactly want and can deliver it to them through the most effective channel.

29
Serrano, Stephan. “Complete list of cart abandonment statistics : 2006 – 2018.” Barilliance. 28th February 2018. Web.
31st August 2018.
30
“Study finds sales and marketing wasting 50% of time and money on leads.” Conversica. Web. 1st September 2018.
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 Customer reviews have become cornerstone of trust in online shopping world.

Artificial intelligence can be used to tackle with fake reviews by focusing on the
verified and helpful ones. The AI system can ensure the authenticity of customer
purchase reviews thus helping the customers to make better buying decisions.
Amazon uses AI to combat fake product reviews and inflation of their popular star
ratings.31 Built in-house, their AI machine-learning system ensures that the weight
of verified customer purchase reviews are boosted. There is also preference to
those reviews that are marked as helpful by other users. AI could thus be used to
differentiate genuine reviews from the fake ones. These kind of systems when
deployed in the e-commerce sites would help build customer trust, increase the
customer satisfaction which would generate more revenues.

 When browsing through large online marketplaces, it can be difficult for the
everyday consumer to identify a counterfeit product from a third-party seller. When
the consumer buys a product that looks legitimate but performs poorly, it can leave
a sour taste and negatively impact the consumer’s perception of the brand. Thus, I
believe, machine learning and artificial intelligence systems could be employed to
spot the counterfeits and help the businesses understand how consumers are
discovering their products. This ensures that customers are being offered with
genuine products and helps increase brand loyalty among the customers.

 One of the many perks of in-store shopping is that the customer has an opportunity
to directly engage in a conversation with the store assistant. This advantage is
limited to online shopping. AI could be implemented to introduce something
similar to ‘virtual personal shoppers’ which will enable the customers to quickly
discover the items they were looking for. Amazon’s home assistant, Alexa is

31
Gibbs, Samuel. “Computer says no: Amazon uses AI to combat fake reviews.” The Guardian. 22nd June 2015. Web.
6th September 2018.
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perfectly suited in providing the modern shopping experience for customers. Alexa
simply needs to verify your voice pattern and could place an order on your behalf.
These virtual assistants could prompt the customer if there is a drop in the cost
of the item in which the customer showed interest and if directed, it can also
buy that item on behalf of the customer. This feature if incorporated into an e -
commerce website, can prove to be highly beneficial for the consumer and lead
to a considerable amount of cost savings. The most problematic area could be
voice recognition because of the countless variations in the way people speak. If
this problem can be dealt with then the AI assistants could create an experience that
feels more like interacting with a human and not a computer.

CONCLUSION
Although the term ‘artificial’ may imply something negative or dehumanised, artificial
intelligence allows businesses to provide a more personalised experience for their
customers. AI makes it possible for e-commerce retailers to analyse millions of
interactions every day and ultimately target offers down to a single customer – an
experience every marketeer dreams of providing.

A recent study by Accenture32 predicted that AI has the potential to double annual
economic growth rates in developed countries by 2035, with the U.S. and its
entrepreneurial economy seeing the most benefit of all countries. Productivity gains
will be driven by AI technologies that make people more efficient, letting humans do
what they do best — create, imagine and invent new things.
The global GDP will be 14% higher in 2030 as a result of AI. It is also expected to
provide a $15.7 trillion boost to GDP worldwide by 2030.33 With statistics and figures

32
“Artificial Intelligence is the future of growth.” Accenture. Web, 7th September 2018.
33
“AI to drive GDP gains of $15.7 trillion with productivity, personalisation improemnts.” PWC. 27th June 2017. Web.
7th September 2018.
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like these it is quite evident that artificial intelligence has a very promising future and
when leveraged in a right way could be very economical for the online retailers.
But there exists certain limitations that might not be very beneficial to the retailers.
The creation of such smart technologies can be expensive due to their complex nature
and the need for repair and ongoing maintenance. Customer privacy and potential lack
of transparency could also be very problematic.
The displacement of jobs due to automation is going to be huge and hence arises a
need to redeploy the existing employees. This is not very cost effective and hence not
economical for the organisation. But the benefits automation generates by reducing the
manual tasks will reduce the cost of product involved.
But as digital transactions become the standard method of purchasing goods and
services, leading eCommerce firms are exploring how AI can enhance brand
competitiveness and customer loyalty. Whether it is to create such highly
personalized experiences that combine the personal feel of an in-store experience with
the ease and convenience of online shopping, or to increase their ROI by optimising
their operations, e-commerce players have now begun to adopt artificial intelligence
and data analytics, as the sophisticated tools, to achieve the desired results.
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REFERENCES
“Google buys UK artificial intelligence start-up DeepMind”. BBC. 27 January 2014. Web. 20th
August 2018.
2
“Retail e-commerce sales in India from 2016 to 2022.” Statista. Web. 20th August 2018.
3
Poole, David; Mackworth, Alan; Goebel, Randy. Computational Intelligence: A Logical Approach.
New York: Oxford University Press, 1998.
4
Russell, Stuart J; Norvia, Peter. Artificial Intelligence: A Modern Approach (3rd ed). Upper Saddle
River, New Jersey: Prentice Hall. 2009.
5
Bloomreach homepage. Web. 21st August 2018. https://www.bloomreach.com/en
6
Twiggle.homepage. Web. 21st August,2018. https://www.twiggle.com
7
Chatbot. Investopedia. Web. 21st August,2018.
8
“Introducing the next wave of visual search and shopping.” Pinterest Newsroom. 14th November
2017. Web. 23rd August 2018.
9
Moon Mariella. “ASOS adds visual search to ease your fashion hunt.” Engadget. 8th October 2017.
Web. 23rd August 2018.
10
Amazon Alexa. Web. 25th August 2018. https://developer.amazon.com/alexa
11
Microsoft. Web. 25th August 2018. https://www.microsoft.com/en-in
12
IBM Watson. Web. 25th August 2018. https://www.ibm.com/watson/
13
Krauth, Olivia. “How 68% of consumers are already using AI without knowing it.” TechRepublic..
Web. 25th August 2018.
14
Markman, Jon. “Netflix knows what you want….before you do.” Forbes. Web. 26th August 2018.
15
Neff, Jack. “Cloudy with a chance of meatballs: How weather forecast predicts Walmart’s sales
outlook.” AdAge India. 27th October 2014 Web. 26th October 2018.
16
Reddy, Trips. “How chatbots can help reduce customer service costs by 30%.” IBM Watson. 17th
October 2017. Web. 27th August 2018.
17
“IDC FutureScape: Worldwide IT Industry 2017 predictions.” IDC. November 2016. Web. 28th
August 2018.
18
“Artificial Intelligence- an investment to transform online sales performance.” Apptus. Web. 28th
August 2018.
19
“Consumer-generated content helps drive online sales.” Business Insider. 4th May 2016. Web. 29th
August 2018.
20
“Three quarters of fashion retailers will invest in AI over the next 24 months. Realwire. 10th May
2017. Web. 30th August 2018.
 Page 18

21
Peregud, Irina. “How visual search is disrupting the retail industry.” InData Labs. 6th February
2018. Web. 6th Septrmber 2018.
22
Biron, Bethany. “Retailers continue to experiment with visual search.” Digiday. 11th October 2017.
Web . 6th September 2018.
23
“Reinventing retail: 2017 Retail Vision Study.” Zebra. Web. 7Th September 2018.
24
“The Amazon Recommendations secret to selling more online.” Rejoiner Resources. Web. 30th
August 2018.
25
“Rewire for Growth.” Accenture. Web. 30th August 2018.
26
boxx.ai. Web. 31st August 2018.
27
“Artificial Intelligence will create more jobs than it eliminates.” Gartner Newsroom. 13th
December 2017. Web. 31st August 2018.
28
James Manyika, Sausan Lund, Micheal Chui, Jacques Bughin, Jonathan Woetzel, Parul Batra,
Ryan Ko and Saurabh Sanghvi. “Jobs lost, jobs gained.” McKinsey Global Institute. November
2017.Web. 30th August 2018.
29
Serrano, Stephan. “Complete list of cart abandonment statistics : 2006 – 2018.” Barilliance. 28th
February 2018. Web. 31st August 2018.
30
“Study finds sales and marketing wasting 50% of time and money on leads.” Conversica. Web. 1st
September 2018.
31
Gibbs, Samuel. “Computer says no: Amazon uses AI to combat fake reviews.” The Guardian. 22nd
June 2015. Web. 6th September 2018.
32
“Artificial Intelligence is the future of growth.” Accenture. Web, 7th September 2018.
33
“AI to drive GDP gains of $15.7 trillion with productivity, personalisation improvements.” PWC.
27th June 2017. Web. 7th September 2018.