Brief Introduction

The advent of Generative Artificial Intelligence (GenAI) marks a paradigm shift in digital commerce, fundamentally transforming the dynamics of two-sided markets. Beyond mere automation, GenAI introduces generative capabilities that are re-architecting core processes, from hyper-personalized content creation and agentic decision-making to conversational commerce. Consequently, it is reshaping not only operational workflows but also the very mechanisms of value creation and capture for consumers, sellers, and platforms. At the same time, governing GenAI in digital commerce presents complex challenges. Governance mechanisms’ impact depends critically on how different actors interpret, trust, or strategically respond to them. Understanding GenAI governance is therefore essential for explaining when and how governance succeed or fail in digital commerce. This transformation gives rise to novel behavioral dynamics and necessitates a critical re-examination.

This track posits that the sustainable and healthy evolution of digital commerce in the GenAI era hinges on a nuanced understanding of its dualities: its capacity for immense value generation and its potential for significant disruption. We invite research on elaborating the management of this transition: how the development, revolution, and governance of GenAI can be steered toward positive outcomes. We welcome diverse methodological approaches, including conceptual theory-building, empirical studies (quantitative, qualitative, or mixed-methods), design science, and analytical modeling.

Topics

1. Behavioral dynamics of GenAI in digital commerce
2. Trust, authenticity, and fairness in GenAI-mediated interaction
3. Governance mechanisms for responsible AI in digital commerce
4. AI-enabled platform governance and market outcomes
5. Data governance and privacy concern
6. GenAI-based risk detection, monitoring, and resilience in digital commerce
7. Agentic AI in e-commerce workflows and operations