Nikola Minkov and Judith Lewis to BNT: The role of artificial intelligence in e-commerce

More than 30 000 e-commerce stores are operating in Bulgaria, it became clear during the second conference dedicated to digital marketing and e-commerce. The rapid growth of this industry enables Bulgarian companies to enter international markets, with many of them already successfully operating in Romania and Greece.

E-commerce as a driver of the economy

Nikola Minkov, CEO of SEO agency Serpact, stressed during the conference that e-commerce is not only significant for the country’s economy, but also opens doors for Bulgarian traders to expand beyond Bulgaria’s borders. “We have many examples of Bulgarian e-shops successfully selling in markets like Romania and Greece,” Minkov told BNT.

The role of artificial intelligence in e-commerce

Despite the workforce shortage, the e-commerce sector is successfully adapting using the capabilities of artificial intelligence (AI). AI is not only automating processes, but also opening up new professions and increasing productivity in daily work. However, experts warn of the need for human supervision, especially when it comes to sensitive situations.

Judith Lewis, founder of a digital marketing consultancy, shared about the instances where AI can make mistakes. She gave the example of an unexpected death notice of a young NBA athlete written by AI, which called him “worthless” due to lack of human judgment. “This is an example where it’s vital to have a human checking and correcting the content,” Lewis added.

Tips for new entrants to e-commerce

Experts advise new players in the market to use already developed platforms instead of creating their own websites. This can save resources and make it easier to enter new markets, especially in the early stages of business development.