# Machines vs. humans: The evolving role of artificial intelligence in livestreaming e-commerce

> Research article (Journal of Business Research, 2024) · cited 22× · AI/ML

**Wikidata**: [openalex:W4404700118](https://www.wikidata.org/wiki/openalex:W4404700118)  
**Source**: https://4ort.xyz/entity/machines-vs-humans-the-evolving-role-of-artificial-intelligence-in-livestreaming-e-commerce