Artificial Intelligence (AI) has become one of the most important technological innovations of the digital revolution. In fact, it is an essential tool within sectors such as marketing and eCommerce as it improves the user experience and the relationship they have with businesses while increasing sales. Jason Simon, an expert in the growing eCommerce environment, explains how AI is positively transforming eCommerce results.
Simon asserts that “AI has gone from being a concept associated with science fiction to a reality that processes online purchases, suggests which series to watch, answers questions, and recommends goods and services. This is possible thanks to machine learning, that is, the ability of AI to learn, little by little, the tastes and preferences of users.”
In fact, Simon points out that AI has been key to boosting eCommerce in recent years in many countries. The different reports point out that six out of ten people already shop online and that the average spending of buyers grew nine points last year, compared to 2019.
AI has been key to driving eCommerce in recent years. With this data, it is clear that online businesses should apply AI on their websites as it allows them to obtain different advantages that Simon has covered.
The first benefit has clearly been improved customer service. Customer service is one of the areas where AI has improved the most, as it analyzes the data generated to create predictive services that help eCommerce anticipate customer queries and needs. In this way, they can offer more personalized attention through chatbots: computer programs, common in customer service and sales assistance sections, that interact with users to guide them, resolve doubts, manage orders or make payments.
“Voice assistants such as Alexa, Siri, or Google Assistant, which allow customers to buy a product simply by using their voice, have also become essential in AI-driven customer service,” adds Simon.
Improved user loyalty. AI analyzes consumption patterns on an individual basis but does so on a large scale. This means that eCommerce can segment its target audience and design unique campaigns based on each customer’s preferences. By doing so, businesses improve the user experience and achieve greater customer loyalty through personalization.
Improved logistics and inventory management. “Another advantage of using AI in eCommerce is in logistics and inventory management,” explains Simon. “These are two areas where speed is essential to improve business performance. AI detects consumption patterns by analyzing and predicting sales and develops strategies based on them. So, thanks to this information, businesses can better manage inventories, saving time and money.”
It also improves image recognition. Pinterest and AliExpress routinely use AI’s image recognition capabilities to identify the visual characteristics of a product a customer is looking for and offer similar products. Thus, on these platforms, users can compare photos of an item with those of other products in the catalog quickly and efficiently, which favors sales.
Finally, Simon explains that AI has also become a great ally, as it can automate processes that are running non-stop, significantly optimizing business performance. For example, it can be used in e-mail marketing for AI to write eye-catching subject lines or personalize e-mail bodies, to generate original content on the company’s blog based on keywords, or to use AI in programmatic advertising platforms that automatically buy advertising space based on the target audiences to be reached.