Artificial intelligence is revolutionizing the online shopping experience, being a significant differentiator for both consumers and retailers. One of the main aspects of this transformation is personalization. Through machine learning algorithms, the platforms can analyze consumer behavior and user preferences, providing personalized and increasingly accurate recommendations, that make the user's shopping experience more relevant. This level of personalization, observed in giant retailers, helps consumers find products that really interest them, increasing engagement and the likelihood of purchase
To handle the large volume of demand and scale its service capacity, especially on major commercial dates, the retailer would also need to increase its out-of-season costs, beyond time and resources in training. On the other hand, with conversational artificial intelligence (technology that enables software to understand and respond to human conversations based on voice or text), a standard of quality service is promoted regardless of the client and time. In the post-sales of dates marked by the large number of purchases like Black Friday, for example, a I.A is a great differentiator, because it can scale the quality of service for this demand and, still, can engage other marketing campaigns of the brand.
Impulsiveness when adding desired products to e-commerce also leads to a lot of cart abandonment with products. This is where abandoned cart recovery campaigns come in, promoting a new contact, totally personalized, so that the consumer can recover what they left – even being able to offer a discount coupon or another benefit for the recovery of the purchase. Furthermore, thinking about this customer's end-to-end experience, the service for exchange, questions or returns for I.They contribute to keeping the consumer happy.
Artificial intelligence does not replace people, but allows the company to allocate its employees to more strategic roles. The focus is that the standard of all service that I.The brings, loyalizes the customer, that knows that regardless of the moment of contact, whether he is proactive or receptive, it will be of quality. Furthermore, technology ensures accessible service, since she can speak different languages, formats and tones of communication
The visual experience of online shopping has also been enhanced with the use of AI.A. Technologies such as image recognition allow users to search for products using photos, facilitating the discovery of similar items. Furthermore, augmented reality and virtual reality provide immersive experiences, allowing consumers to see how products would look in their environments before purchase. These innovations make the act of shopping online more interactive and engaging
The study "Artificial Intelligence in Retail“, from the Retail Central, conducted between April and June of this year, shows that 47% of retailers already use AI.A, while 53% have not yet implemented this technology, even being aware of their possibilities
Therefore, the retailer who understands the power of AI.And the meaning of providing a service that is both standardized and personalized, will ensure greater audience loyalty. The modern consumer's buying journey is multichannel, and he values that the online experience is as smooth and satisfying as the in-person one, that is so familiar to us.
