Impact of Artificial Intelligence on the Business-to-Customer Sales Process: A Systematic Literature Review (2018-2024) (#1344)

Authors

Chirinos Sánchez, Luis

Pevez Condori, Dayanna M.

Matos Arnao, Ramiro

Abstract

This systematic review aims to analyze the impact of Artificial Intelligence (AI) in Business-to-Customer (B2C) sales processes and its contribution to the optimization of commercial strategies, decision making and personalization of the customer experience. To this end, the PICO and PRISMA methodologies were applied, carrying out a search in indexed databases that resulted in the identification of 181 articles, of which 12 met the inclusion criteria and were analyzed in depth. The findings show that the implementation of AI has generated significant improvements in market segmentation, the management of large volumes of data and the optimization of marketing and sales strategies. Challenges associated with its adoption were also identified, such as the need for advanced technological infrastructure, organizational adaptation and ethical management of data use. The discussion compares different perspectives on these findings and highlights AI as a key strategic tool in the digital transformation of B2C commerce. However, its implementation requires a structured approach and careful planning to maximize its benefits and minimize risks. This review provides an updated framework on the application of AI in commerce and provides relevant information for companies seeking to strengthen their competitiveness in digital environments.