Cross-border e-commerce empowered by AI: new opportunities and transformational pathways
AI赋能下的跨境电商：新机遇与变革路径

摘要

随着人工智能（AI）技术的迅猛发展，跨境电商迎来了前所未有的变革机遇。从商品选品、智能定价到客户服务、供应链优化，AI正逐步渗透跨境电商全链条，实现从“流量红利”到“技术红利”的战略跃迁。本文基于当前全球电商产业的发展趋势，结合ChatGPT、推荐算法、图像识别等关键AI技术，系统梳理AI对跨境电商的赋能路径与实际成效。研究发现，AI不仅显著提升了企业运营效率与市场响应速度，更在多语言客服、本地化运营、智能营销等方面提供了强大支撑。文章进一步指出，AI赋能下的跨境电商正朝着“智能驱动、全球协同、高效交付”的方向发展，并提出加强AI伦理治理、算法透明度与跨境数据合规等政策建议，以推动跨境电商实现高质量、可持续发展。

Abstract

In recent years, With the rapid advancement of artificial intelligence (AI) technologies, cross-border e-commerce is undergoing an unprecedented transformation. From product selection and dynamic pricing to customer service and supply chain optimization, AI is progressively permeating the entire cross-border e-commerce value chain, facilitating a strategic shift from "traffic dividends" to "technology dividends." Based on the current global development trends of the e-commerce industry, this paper systematically analyzes the empowering mechanisms and practical outcomes of AI in cross-border e-commerce, focusing on key technologies such as ChatGPT, recommendation algorithms, and image recognition. The findings indicate that AI significantly enhances operational efficiency and market responsiveness, while also providing robust support in multilingual customer service, localized operations, and intelligent marketing. Furthermore, the study emphasizes that AI-driven cross-border e-commerce is evolving toward an intelligent, globally coordinated, and highly efficient model. It concludes by proposing policy recommendations in areas such as AI ethics, algorithm transparency, and cross-border data compliance, with the aim of promoting high-quality and sustainable development of the cross-border e-commerce sector.