ENHANCING MARKET COMPETITIVENESS THROUGH AI-POWERED SEO AND DIGITAL MARKETING STRATEGIES IN E-COMMERCE

Abstract

This study systematically investigates how artificial intelligence (AI) enhances market competitiveness through its application in search engine optimization (SEO) and digital marketing strategies within e-commerce environments. In an increasingly saturated and algorithm-driven digital marketplace, firms are under continuous pressure to improve visibility, personalization, and customer engagement. The research followed the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) guidelines to ensure a transparent and rigorous review process. A total of 112 peer-reviewed articles, published between 2012 and 2025, were selected and analyzed across five major academic databases and relevant grey literature. The findings reveal that AI technologies—such as machine learning, natural language processing, robotic process automation, and predictive analytics—are instrumental in transforming traditional marketing workflows across the entire digital funnel. AI-powered SEO tools significantly improve organic reach, technical site health, and semantic keyword alignment. Concurrently, predictive personalization and lifecycle-based automation enhance customer retention, conversion, and lifetime value. The review also highlights AI’s impact on social media intelligence, influencer marketing optimization, and attribution modeling, all of which contribute to improved ROI and operational efficiency. Longitudinal evidence from multiple industries—specially fashion, electronics, and healthcare—demonstrates that sustained AI adoption leads to compounding strategic advantages, including innovation capacity, brand loyalty, and agility in response to market shifts. By synthesizing empirical findings and industry case applications, this study positions AI not merely as a technological enhancement but as a core strategic capability that redefines digital competitiveness in e-commerce. The results offer both scholars and practitioners a comprehensive understanding of how AI can be systematically leveraged to achieve differentiation, efficiency, and sustainable growth in the evolving digital economy.