"TRANSFORMATION OF ELECTRONIC SERVICES BASED ON GENERATIVE ARTIFICIAL INTELLIGENCE TECHNOLOGIES IN THE DIGITAL ECONOMY"

Ulugmurodov Farxod Faxriddinovich, Danayeva Zulhumor Abdusodiq kizi

Authors

Ulugmurodov Farxod Faxriddinovich, Danayeva Zulhumor Abdusodiq kizi Senior Lecturer, Department of Digital Economics, Department of "Digital Economy", SamISI, Student of the Samarkand Institute of Economics and Service

Keywords:

Generative Artificial Intelligence, Digital Economy, E-Commerce Platforms, Transaction Costs, Platform Economics, Econometric Analysis, Institutional Economics, Digital Governance.

Abstract

This study examines the structural and institutional transformations of electronic commerce services driven by the adoption of Generative Artificial Intelligence (GenAI) within the digital economy. The research investigates how AI-enabled systems reshape platform-based market dynamics, particularly in relation to operational efficiency, transaction cost reduction, and value creation for consumers. To assess these effects, the study employs an econometric framework combining fixed-effects models with an instrumental variables approach to address potential endogeneity concerns associated with AI investment decisions.

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