AI has been a hot topic of conversation in industry circles for quite a while now – unsurprisingly. We are navigating a massive shift in technological capabilities that is changing the way we look at everything within the marketing world, from creative execution to all facets of e-commerce. AI is becoming particularly relevant in regards to e-commerce; as technology improves, AI will be used to create more immersive shopping experiences through the use of virtual reality, augmented reality and more. How can we utilize this to further our own successes? From an agency standpoint, AI offers a fantastic range of opportunities to enhance consumer satisfaction. Let’s take a closer look at how AI and e-commerce can work together to drive your sales to new heights.
AI powered programs such as ChatGPT have allowed the average computer user to access AI powered channels, allowing users to access a skillset that they made not have otherwise been able to utilize. While on the surface, it may seem like these programs exist solely to help college students cheat their way through essay writing, these AI programs are incredibly useful tools from a retailer perspective as well. The more that people use these programs, the more data is available to retailers that can then be leveraged to optimize e-commerce efforts.
Amazon, an e-commerce giant, has been doing quite a bit of work behind the scenes with AI programs, rounding out their AI portfolio to stretch beyond their current technology, such as Alexa and other voice programs. Amazon recently introduced various AI tools, including Halo, which takes several images to configure a 3D scan of a person’s body to make a personalized avatar. This avatar can then accurately predict the fit of clothing purchased online based on the user’s specific measurements. With personalized AI body scans, outfits can be picked out by clothing type that are best suited by body shape. If shoppers are able to more accurately predict how the clothes they purchase online will fit, they are less likely to return online purchases, which is a significant win for retailers.
Most recently, the world of AI photo editing has opened up to Amazon advertisers. The tool offers retailers ability to create AI-generated images to add scenery or background to plain images, thus improving click-through-rates across the board.
Beyond Amazon, furniture stores such as Wayfair and Home Depot have taken advantage of AI technology by utilizing augmented reality experiences within their apps. These allow users to place the furniture they are considering within their spaces through their phone camera, allowing them to gauge how their purchase might fit in their homes. Meanwhile, Zara and Lowe’s use AI technology for real-time inventory stock checks and forecasting.
AI-driven solutions are expected to further optimize supply chain management and inventory forecasting, leading to cost savings and improved order fulfillment processes. As AI technologies mature, ecommerce companies will find more innovative applications to stay competitive in the online retail marketplace.