APPLICATION OF NLP MODELS IN THE MANAGEMENT OF BUSINESS PROCESSES IN THE E-COMMERCE OF BUILDING MATERIALS: MODELLING AND STATISTICAL ANALYSIS

Abstract

The relevance of this research lies in the need to accelerate digitalization in the construction materials e-commerce industry, which is traditionally characterized by a low level of automation and a high complexity of product consultations. The use of artificial intelligence (AI)-based chatbots, especially those utilizing natural language processing (NLP) technologies, provides new opportunities for improving customer service efficiency, automating routine tasks, and enhancing competitiveness. Under current conditions of digital transformation and increasing customer expectations, such solutions are particularly relevant for the B2B retail segment. The aim of this article is to develop a conceptual model for implementing an NLP-based chatbot in the construction materials e-commerce sector, using the online store “Matline” as a case study, and to assess the potential efficiency of such an initiative. The methodology combines a systems approach, analysis of industry practices, scenario modeling, and the use of the Data Envelopment Analysis (DEA) method for measuring efficiency. Additional tools include modeling, structural-functional analysis, and expert evaluation. The main result of the research is an integrated chatbot model that incorporates BIM systems, CRM, digital platforms, and scenario planning. A practical case study of the chatbot implementation for “Matline” was conducted, outlining its core functions and user interaction scenarios. The study provides a qualitative assessment of expected benefits (such as an increase in average check size, reduced service time, and lower employee workload) and proposes a set of performance metrics for future empirical validation. The DEA model revealed the potential for improved operational efficiency through the use of NLP-based tools. The conclusions offer recommendations for AI integration in industries with complex product structures and a strong need for high-quality service. Future research will focus on adapting the proposed model to other market segments, expanding chatbot functionality, and examining the influence of AI on logistics and managerial decision-making in e-commerce.