Exploring the Adoption of Free Artificial Intelligence in E-Commerce Platforms: An Organizational and Customer-Centric Driver Strategically Shaping the Clothing Industry
DOI:
https://doi.org/10.7719/jpair.v63i1.976Keywords:
Business and Management, Free AI Tools, E-Commerce, Clothing Industry, Customer Engagement, Operational Efficiency, Digital Transformation, qualitative research, PhilippinesDisciplines:
Business and Management, E-commerce and Digital MarketingAbstract
The rapid integration of freemium AI tools is shaping how clothing industries streamline their operations and engage with customers online. In emerging markets like the Philippines, SMEs face several challenges due to limited resources, consumer demands, and the fast pace of digitalization. This study investigates the effects of freemium AI on organizational efficiency and customer engagement strategies among all clothing e-commerce industries within Bulacan, with the use of Dynamic Capabilities Theory, it examines how enterprises sense opportunities, utilize digital resources, and transform processes. A qualitative research design was employed, utilizing in-depth interviews with 15 registered clothing business owners with at least three years of operational history. Findings reveal that free AI tools improve centralized management, targeted advertising, content creation, and communication, which significantly enhance both operational efficiency and customer satisfaction. Despite challenges, the study highlights that free AI tools serve as scalable, accessible, and democratizing resources for digital transformation. The study concludes that strategic adoption of free AI tools not only strengthens business performance but also promotes inclusive and sustainable growth in the global clothing e-commerce.
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References
Ahmed, S. (2024). Artificial Intelligence (AI) Technology Adoption in SME. Artificial Intelligence (AI), 17(01).
Alzaghal, Q. K., Salah, O. H., Ayyash, M. M., Kamal Alzaghal, Q., & Hasan Salah, O. (2024). Leveraging Artificial Intelligence for SMEs' sustainable Competitive Advantage: The Moderating Role of Managers Digital Literacy. Journal of Theoretical and Applied Information Technology, 102(21).
Andrade, I. M. D., & Tumelero, C. (2022). Increasing customer service efficiency through artificial intelligence chatbot. Revista de Gestão, 29(3), 238-251.
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Copyright (c) 2026 Joana Marie G. Bernardo
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
Open Access. This article published by JPAIR Multidisciplinary Research is licensed under a Creative Commons Attribution-Noncommercial 4.0 International (CC BY-NC 4.0). You are free to share (copy and redistribute the material in any medium or format) and adapt (remix, transform, and build upon the material). Under the following terms, you must give appropriate credit, provide a link to the license, and indicate if changes were made. You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use. You may not use the material for commercial purposes.
