Ethical Challenges of Adopting AI and E-commerce in UAE

Abstract

Artificial Intelligence (AI) in e-commerce is widespread, particularly in countries where social media is heavily used. The United Arab Emirates (UAE), being a developing country, is expected to adopt AI ethically, especially in the e-commerce industry. Despite the fact that e-commerce is rapidly growing globally, the UAE's use of e-commerce is still on the rise, with potential for further growth. This article aims to explore ethical factors related to advertisements that utilize user data by conducting a systematic review of available studies applied in the UAE and globally. A total of 57 relevant articles were retrieved, pertaining to the e-commerce and AI fields. Iteration was used to eliminate articles that were not relevant to the study, utilizing reverse and forward reverse checks to ensure the effectiveness of the studies. The paper also reviews the status of AI adoption in the UAE's e-commerce industry, and its application to the business landscape. This review exercise reveals that the UAE has adopted AI in e-commerce ethically over the past few years. However, the study also highlights complex challenges and factors that the UAE's e-commerce industry is facing, including the role of the Internet of Things (IoT), Big Data analytics, and ethical issues such as privacy concerns. The role of the government in the process is also noteworthy, as it can act as a game changer by responding to legislation and policy direction.