Artificial intelligence as a tool for localization in china’s e-commerce market

   The article examines the features of artificial intelligence (AI) integration into China’s e-commerce sector amid expanding cross-border trade and the growing complexity of the digital commerce environment.

   The study focuses on the functional capabilities of AI tools embedded in Chinese e-commerce platforms and their role in the localization of foreign brands in the Chinese market.

   Practical examples of artificial intelligence applications on leading Chinese platforms are presented, and the main areas of AI usage are identified, including algorithmic hyper-personalization, intelligent customer support and communication automation, multimedia content generation and adaptation, predictive analytics and logistics optimization, as well as intelligent seller support and data analytics. The activities of the National Pavilion of Belarus – a specialized virtual trading platform – are analyzed as an example of the practical implementation of a localization strategy for Belarusian products using embedded AI tools of Chinese platforms. It is substantiated that the use of embedded AI tools enables foreign companies to reduce institutional, linguistic and cultural barriers to market entry, decrease marketing and transaction costs, and facilitate effective brand localization.

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