Abstract
Background: The rapid growth of e-commerce platforms has facilitated the illegal sale and
advertising of dietary supplements that poses risks to consumers.
Objectives: This study explored key stakeholders’ perspectives on using artificial intelligence (AI)
tools to monitor the illegal sale and advertising of dietary supplements on e-commerce platforms in
Thailand.
Methods: A qualitative study using semi-structured in-depth interviews was conducted with
representatives from eight organizations, including government authorities, non-governmental organizations, consumer advocacy groups, e-commerce platform providers, and academia. Thematic analysis was
employed to identify key themes.
Results: Stakeholders identified several factors that could facilitate the successful implementation
of AI-powered monitoring systems, such as: the innovative advantages offered by AI technology, alignment
with the local context, supportive partnerships, financial support, and a clear need for such a system
among stakeholders. Conversely, barriers to adoption included the need to adapt AI to real-world
operational contexts, the complexity of the technology, associated costs, relevant policies and laws, and
existing infrastructure limitations. E-commerce providers were identified as the primary target users for
this technology.
Conclusions: AI for monitoring the sales and advertising of dietary supplements on e-commerce
platforms is likely to grasp opportunities and to face challenges that need careful implementation. It is
important to develop effective AI models that align with stakeholders’ needs and deliver values to
encourage adoption, rather than relying solely on regulatory enforcement.
