It is a real fact! Artificial Intelligence has a proven influence on e-commerce brands.
There is no question that Artificial Intelligence (AI) and other technological advances such as virtual reality or augmented reality are taking the marketing world by storm.
As these technological trends grow in both relevance and importance in the coming months, it is important that e-commerce brands prepare.
This preparation means not only understanding what AI is, but also what kind of innovations are going to increase business and productivity for e-commerce brands.
Below outlines a few of these tips to help make sure you’re on the right path.
You Need To Get Innovative
At the heart of e-commerce best practices is innovation.
There is no shortage of how retailers have taken up the concept of technology.
Look at Kate Spade’s Everpurse, the smartphone charging handbag that is both fashion-forward and functional.
This example captures true innovation with technology. It took an item that most women use every day and made it even more functional.
Now, Artificial Intelligence is, of course, a little different, but the concept still applies for innovation in the e-commerce world.
Artificial Intelligence is, by definition, “the theory and development of computer systems able to perform tasks that normally require human intelligence, such as visual perception, speech recognition, decision-making, and translation between languages”.
Using this understanding of AI, we can begin to see how innovation and bringing technological intervention into the regular tasks of users on your e-commerce site can begin to make your brand stand out and be even more useful to your audience.
E-commerce brands and AI Considerations
There are so many ways that AI is starting to become incorporated into the e-commerce world, and we can anticipate many more ways to come in the near future.
Below are some examples to consider as you think about your own brand and begin to strategize incorporating AI into your own platform:
1. Visual Search
Have you ever been at someone’s home, an office space or somewhere else in the world and thought—“I wonder how much that is?” or “I wonder where I can find that?” Okay, I am not suggesting you start getting the retail value of your mother-in-laws sofa, but understandably, sometimes we see things and that sparks an idea for our own lives.
Visual Search allows users to snap a photo of something in their physical world and search for it, ultimately allowing the physical world to cross over into the visual.
There are several ways this is being implemented with search, but e-commerce is truly the most applicable field that this development with benefit.
2. Give Your Clients a Personal Shopper
One unique way to conceptualize AI is by designing user experience around proactive personal assistance rather than a simple passive search on your e-commerce site.
Having bots as personal shoppers is one way to enhance a user’s experience on your site and give them the impression that they have a unique personal shopping experience as they would in a store.
The creators of Siri have developed an AI interface called Viv, which is intended to handle complex interactions, questions and requests from users—imagine all of the personal assistant possibilities as this evolves!
3. Reaching “Generation Z”
Forbes has noted that AI developments are going to be particularly important in reaching “Generation Z,” who are currently between the ages of 13-17.
This cohort, along with millennials, are looking for more experiential and interactive ways of shopping, both in-store and online.
According to Rachel Arthur of Forbes speaking on Generation Z in a recent AI article:
80% of them more likely to visit a store that offers entertainment, and 80% saying the same about stores offering VR and AR technology. Meanwhile, 79% are more likely to visit stores that offer interactive experiences that help customize products too.
Targeting these users is going to be key in e-commerce developments as the shopping “experience” itself is becoming a buying factor.
4. Balance Between Privacy and Trust
The incredible thing about Artificial Intelligence is that there is so much potential to customize to individual user experience.
From suggested products with Google Search Ads to integrated calendars and traffic alerts, people can really feel as though they are getting a unique user experience and assistance from their technology. That being said, it is going to remain important for e-commerce customers to make privacy and trust a priority for their visitors, as many are starting to be wary of privacy breeches and invasions into personal data.
5. Chat Bots
We all know that chat platforms have become increasingly important for business, and especially e-commerce websites.
Chat bots can allow for easier navigation on your site, answer users’ immediate questions and provide recommendations based on brief surveys or past visits to your site.
The key here is that the chat will feel even more like a human experience for the customer and improve your customer service on all fronts since AI can be even more available for any immediate needs that come up on your site.
These are just some of the ways that AI is going to dominate and improve the e-commerce world.
While there are so many possibilities of how you can use AI on your site, it is important to be innovative and always consider your brand and audience when launching into technological updates.
In preparation start considering some of these developing options and ask yourself how your own brand and customer base might benefit most.
Which aspect of AI are you looking forward to the most?