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The Use of AI by Online Intermediation Platforms

Conciliating Economic Efficiency and Ethical Issues

Frédéric Marty, Thierry Warin


This paper focuses on the effects of the implementation of artificial intelligence-based algorithms by online intermediation platforms in terms of both economic efficiency and fairness or ethical dimensions. It addresses three main issues: the consumer segmentation and the capacity to discriminate; the strategic use of artificial intelligence by dominant platforms in co-opetitive digital ecosystems; and the role of artificial intelligence-based tools to guarantee trustworthy user-reviews on e-commerce platforms. This paper emphasises the importance of having strong guarantees for platform users in terms of transparency and accountability.

Frédéric Marty, CNRS – GREDEG – Université Côte d’Azur; CIRANO, Montréal. For correspondence: <>Thierry Warin, SKEMA Business School; CIRANO, Montréal. For correspondence: <>


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