Journal of Advances in Developmental Research

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A Systematic Review of Generative Artificial Intelligence and Agentic Commerce in Digital Retail: Theoretical Foundations, Operational Implementations, and Autonomous Ecosystems

Author(s) Mr. Prikshit Gupta, Ms. Akanksha Negi
Country India
Abstract The integration of Artificial Intelligence (AI) into digital commerce has historically centered on predictive analytics, classification algorithms, and rules-based recommendation engines. However, the advent of Generative Artificial Intelligence (GenAI) and Large Language Models (LLMs) has catalyzed a profound paradigm shift, transitioning the industry from human-mediated digital transactions toward autonomous, AI-mediated economic ecosystems. This comprehensive review synthesizes the rapidly expanding body of literature on GenAI applications in e-commerce, spanning empirical research published between 2020 and 2026. By systematically examining foundational theoretical frameworks—including the Technology Acceptance Model (TAM), the Unified Theory of Acceptance and Use of Technology (UTAUT), the Technology-Organization-Environment (TOE) framework, and the Stimulus-Organism-Response (S-O-R) paradigm—this paper elucidates the socio-technical drivers of AI adoption among global enterprises and consumers. Furthermore, the review critically analyzes the operational deployment of GenAI across intelligent demand forecasting, adaptive pricing mechanisms, sub-process workflow automation, and hyper-personalized marketing paradigms, notably examining the MARK-GEN framework (Garg et al., 2025). Crucially, this paper explores the nascent frontier of "Agentic Commerce," characterized by machine-to-machine (M2M) transactions, autonomous shopping agents, and emerging smart contract protocols. Through an exhaustive evaluation of the technological readiness, systemic security risks, algorithmic biases, and governance imperatives associated with these autonomous digital agents, this review charts future research directions, offering actionable strategic guidance for practitioners and rigorous theoretical grounding for scholars navigating the future of digital retail (Halat, 2026).
Keywords AI, Generative Artificial Intelligence, Technology Acceptance Model, Technology-Organization-Environment & algorithmic biases
Field Business Administration
Published In Volume 15, Issue 2, July-December 2024
Published On 2024-07-05
DOI https://doi.org/10.71097/IJAIDR.v15.i2.2117
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Crossref DOI prefix of IJAIDR is 10.71097/IJAIDR

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