The Impact of Artificial Intelligence Tool Deployment on E-Commerce Performance: The Moderating Role of Agile Management

Abstract
The growing proliferation of AI tools in E-Commerce has created unprecedented opportunities to increase efficiency, personalize the customer experience, and grow revenue, but at the same time has been accompanied by serious challenges in achieving sustainable results and optimal return on investment. Therefore, with the proliferation of intelligent technologies, understanding how they can be used to improve E-Commerce performance and identifying the conditions that facilitate this impact has become a strategic imperative. The present study aimed to investigate the deployment of AI tools on E-Commerce performance and to test the moderating role of agile management in this regard. Independent sets including the three main dimensions of AI deployment (personalization and recommendation tools, inventory forecasting and optimization tools, and smart service tools) and dependent E-Commerce (Logistics & Delivery Support and Customer Interaction) were defined. Agile management was also entered into the model as a moderating variable. This study was conducted using the structural equation modeling method based on partial least squares (PLS-SEM) and judgmental (Snowball) sampling and using Morgan table on 380 active E-Commerce companies using AI tools in Iran through the distribution of online questionnaires in the PORSA and PORSLINE systems. The results showed that the deployment of artificial intelligence tools has a positive and significant effect on E-Commerce performance. Also, all three hypotheses were tested at a 95% confidence level. Therefore, the results show that agile management strengthens the relationship between the deployment of artificial intelligence tools and logistics and delivery support, and agile management significantly moderates the relationship between the deployment of artificial intelligence tools and customer Interaction. The results obtained from this study provide practical guidance for E-Commerce managers to integrate artificial intelligence and organizational agility.
Keywords
Artificial Intelligence deployment
E-commerce
Agile Management
Customer Interaction
Logistics &‌ Delivery Support
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Marketing Science and Technology Journal
Volume 3, Issue 4
Winter 2026
Pages 20-37