Manexia: Journal of Business, Management, and Creative Economy

Artificial intelligence is increasingly reshaping the structural foundations of digital markets. Rather than functioning solely as a technological tool within firms, algorithmic infrastructures now influence how market interactions are organized, how firms participate in platform ecosystems, and how value is created and distributed across digitally mediated environments. Algorithms embedded in recommendation systems, data analytics, and coordination platforms increasingly structure market visibility, transactional flows, and strategic decision-making across interconnected actors.

These developments reveal how digital competition is progressively mediated through algorithmic architectures. Algorithmic systems allocate visibility within platform markets, enable large-scale data aggregation that reshapes value appropriation, blur organizational boundaries through embedded decision infrastructures, and fragment demand into highly individualized consumption environments. Pricing processes also become increasingly governed through dynamic computational mechanisms that continuously adjust to behavioral signals and shifting demand conditions.

At the same time, these transformations reshape productivity dynamics within digital economies. Artificial intelligence may significantly enhance task-level efficiency, yet productivity gains do not always translate uniformly into firm-level performance. Organizational complements, measurement limitations, and platform-level learning effects can produce uneven productivity outcomes across firms, platforms, and broader digital ecosystems, highlighting the growing role of algorithmic systems as structural coordinators of contemporary market activity.