The Role of Machine Learning (ML) in Predicting Consumer Behaviour: Innovation or Violation?
Marta Warsewicz · Asian Journal of Economics, Business and Accounting · 2025
This paper explores the dual role of Machine Learning (ML) in predicting consumer behavior within e-commerce. ML technologies have driven innovation by enabling personalized recommendations, targeted marketing, dynamic pricing, inventory optimization, and fraud detection—enhancin...
Open access
Research Article
10.9734/ajeba/2025/v25i102020