“…By integrating market and competition orientation, e-commerce enterprises can enhance their understanding of customer needs, identify market opportunities, promote product development, and increase innovation success by accessing a wider range of market information (Jebarajakirthy et al, 2022;Li, Du et al, 2022;Raisch & Krakowski, 2021;Sun & Li, 2022;Sun & Wang, 2022;Yu & Yu, 2022;Zhang, 2022). Numerous digital business companies and retailers, such as Amazon, leverage AI to enhance sales, attract and retain customers and improve profitability (Zheng et al, 2023) through optimized marketing strategies and streamlined business processes (Bai & Lin, 2022;Liu & Li, 2022;Kozinets & Gretzel, 2020;Ma & Zhang, 2022;Rashidin et al, 2022;Shankar, 2020;Varsha et al, 2021;. Simultaneously, utilizing AI introduces many new challenges that span ethical, legal, social, and technological dimensions (Trappey et al, 2022;Akter et al, 2021;Xu et al, 2022).…”