A master thesis from Aalborg University
Datadrevet udvikling af konkurrencefordele - AI's rolle i e-handelsbranchen
[Data-Driven Competitive Advantage Development - The Role of AI in E-Commerce]
Forfatter(e)
Semester
4. semester
Udgivelsesår
2025
Afleveret
2025-06-01
Antal sider
85 pages
Abstract
This thesis investigates how artificial intelligence (AI) can support a development in competi-tive advantage in the e-commerce sector, with a particular focus on trend analysis and com-petitor monitoring. As e-commerce continues to evolve in an increasingly digital, data-driven, and fast-changing market, e-commerce businesses face constant pressure to adapt to shifting consumer behavior and intensified competition. This dynamic and often unpredictable envi-ronment demands that companies enhance their strategic responsiveness and decision-making capabilities. AI is emerging as a critical tool in meeting these demands by enabling the rapid processing of large volumes of data and generating actionable insights that support more agile and informed strategy development. The analysis reveals that AI significantly enhances trend analysis by utilizing technologies such as sentiment analysis, natural language processing (NLP), and machine learning. These tools allow e-commerce businesses to detect emerging consumer trends earlier and more accu-rately, based on unstructured data from sources such as customer reviews and social media. Early trend identification enables faster adaptation of products, marketing efforts, and overall strategic direction. At the same time, AI enables more systematic and scalable competitor monitoring. By applying web scraping, automated data analysis and sentiment analysis, com-panies can track competitor pricing strategies, marketing activities, product launches, and cus-tomer feedback which is improving their ability to react swiftly and strategically to changes in the market. Furthermore, the thesis finds that the strategic value of AI does not lie in the technology alone, but in how effectively it is integrated into the organization’s structures, processes, and capabilities. Lastly, AI should be viewed not just as an operational enhancement, but as a stra-tegic asset that can strengthen a company’s adaptability, foresight, and competitiveness in a complex and rapidly evolving e-commerce landscape.
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