Implementation of Artificial Intelligence (AI)-Based E-Commerce to Enhance Digital Marketing for Fashion-Sector MSMEs in the Industry 5.0 Era: Systematic Literature Review 2022 – 2025

AI-driven e-commerce presents considerable prospects for Micro, Small, and Medium Enterprises (MSMEs) in the fashion industry to enhance digital marketing effectiveness and boost competitiveness in the era of Industry 5.0. Nonetheless, current research remains disjointed, with few studies bringing together AI, e-commerce, digital marketing proficiency, and MSME competitiveness into a cohesive model. This research conducts a systematic review of existing literature and outlines research trends on AI-driven e-commerce adoption among fashion-sector MSMEs from 2022 to 2025. We conducted a Systematic Literature Review (SLR) following the PRISMA 2020 protocol, supplemented by bibliometric analysis using VOSviewer. Of an initial 332 publications, 20 peer-reviewed journal articles met the criteria for qualitative synthesis. The results uncover primary research clusters focused on industry, AI technologies, MSME competitiveness, and the digital economy. Bibliometric mapping reveals a transition from adopting technology to implementing strategic AI applications that improve personalized marketing, customer relationship management, business performance, and sustainable competitiveness. Nonetheless, obstacles related to organizational preparedness, digital proficiency, infrastructure, and AI literacy continue to hinder implementation. This research adds value by synthesizing AI-powered e-commerce and identifying future research avenues aligned with the human-centered and sustainable principles of Industry 5.0.