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

Sammanfattning: 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.