• ISSN: 2301-3567 (Print), 2972-3981 (Online)
    • Abbreviated Title: J. Econ. Bus. Manag.
    • Frequency: Quarterly
    • DOI: 10.18178/JOEBM
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HOME > Archive > 2025 > Volume 13 Number 4 (2025) >
JOEBM 2025 Vol.13(4): 366-371
DOI: 10.18178/joebm.2025.13.4.893

Opportunities and Challenges of AIGC in the Development of Cross-border E-commerce in the Digital Economy

Bian Linghe*, Cai Yueyue, and Mao Yutian
School of International Business, Zhejiang International Studies University, Hangzhou, China
Email: linghe@zisu.edu.cn (B.L.H.); mmm20068862@gmail.com (C.Y.Y.); 3487927077@qq.com (M.Y.T.)
*Corresponding author

Manuscript received June 5, 2025; accepted September 2, 2025; published October 28, 2025.

Abstract—In the context of the rapid development of the digital economy, the Artificial Intelligence Generated Content (AIGC) is playing an increasingly important role in the development of cross-border E-commerce. This article aims to explore the opportunities and challenges brought by AIGC in the development of cross-border E-commerce. By analyzing the core functions and application scenarios of AIGC, the research reveals its applications in areas such as personalized marketing, customer service automation, and data-driven decision-making, and how these applications can improve the operational efficiency and customer satisfaction of cross-border Ecommerce. At the same time, this article also points out the main challenges faced by AIGC in cross-border e-commerce, including data privacy and security issues, compliance with laws and regulations in different countries and regions, as well as technological adaptability and consumer acceptance.

Keywords—digital economy, AIGC, personalized marketing, sustainable development, virtual reality

Cite: Bian Linghe, Cai Yueyue, and Mao Yutian, "Opportunities and Challenges of AIGC in the Development of Cross-border E-commerce in the Digital Economy," Journal of Economics, Business and Management, vol. 13, no. 4, pp. 366-371, 2025.

Copyright © 2025 by the authors. This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited (CC BY 4.0).

 
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