Artificial Intelligence, or AI for short, is transforming the business models of the majority of brands, it allows organisations to add personalisation to the user experience by analysing a whole host of data, to determine consumer behaviour patterns. Innovation is key for longevity success in the business world.
So, What Exactly is Artificial Intelligence?
Artificial Intelligence is the science of making intelligent machines. These machines have the ability of a robot to complete tasks that would normally require a human, by following a set of rules to make decisions.
Machine learning is an application of artificial intelligence (AI) that provides systems with the ability to automatically learn and improve from experience without being explicitly programmed.
AI is one of the fastest succession of technological breakthroughs that is transforming the eCommerce industry.
You don’t need a budget like Tesco, or the expertise of Apple to implement AI in your business; AI for eCommerce is affordable and easy.
How Can We Use AI in eCommerce?
AI has provided businesses with the ability to offer a personalised experience to all of their consumers. A user-centred approach is fundamental in eCommerce design to build relationships and expand the lifetime value of the consumer.
Consumer behaviour is constantly changing and evolving due to technical advancements and the announcement of new tools. Consumer expectations are the highest they have ever been, therefore, integrating AI in your business strategy is fundamental to stay competitive.
Go from reactive to proactive marketing with these strategies by using Artificial Intelligence:
Personal Touch With Chatbots
What happens at 1am in the morning, when a consumer has hit a stumbling block on your website and they need some help? Do you have employees available 24/7? Do you risk missing out on a conversion, thus decreasing sales? Chatbots are a cost-effective way to automate your consumer experience and provide assistance 24 hours a day.
So what are chatbots?
A chatbot is a specific computer program that is designed to simulate conversation with human users over the Internet.
Chatbots can be used solely on your website or integrated on social media platforms. When customers are browsing on your website, they are often already signed into their personal social media profiles. This provides eCommerce owners with the opportunity to use a chatbot on messenger to confirm orders or provide instant support.
Virtual Personal Shoppers
Artificial Intelligence can effectively and efficiently predict consumer behaviour through analysing past data; this provides businesses with the opportunity to offer relevant and helpful recommendations to their consumers.
The machine learning algorithms identify customer choices through their previous personal purchases, trending styles on social media and product availability in-store or online.
Research has shown this to positively impact sales, by increasing customer engagement and improving the user experience.
Shoppers are excited by the blending between the online and in-store experience.
Voice Assistants
The way that people are using voice assistants has evolved dramatically over the last decade.
“Alexa, buy this for me” is largely all you need to say to purchase an item.
Voice assistants are already revolutionising the way consumers shop. It is speeding up the process of buying repeat items, impulse items, and small and simple items.
According to Quora Creative stats, 50% of all searches across the internet will be voice-based by the end of 2020 (Butt.A, 2020).
Therefore, voice assistants must be included in your business strategy to stay competitive.
Creating Customer-Centric Visual Search
In this new era of eCommerce, every retailer must uphold an omnichannel ethos, providing their consumers with a seamless user experience across all of their channels.
Be proactive, build relationships and build a two-way communication system to meet the needs of your consumers. After all, who knows what the consumer wants more than the consumer?
The advancements of AI and the rise in mobile purchasing has provided businesses with a new opportunity to engage their consumers.
Visual search gives online shoppers more control, personalisation, and engagement. We no longer need to spend hours trying to find the perfect outfit, tools are in place to speed up this process.
Retailers are using this software to provide their consumers with the ability to have a 360-degree view of themselves in an outfit, take photos of clothing and showcase similar clothes on the website.
Tackle Fake Reviews
68% of millennials always go through reviews before making a purchase; consumer reviews are the most trusted type of review which affects consumer behaviour.
Negative reviews massively influence the decision-making process of an individual and is a factor on whether they purchase the product or not. Reviews do not just impact the sales of a company but it has a massive effect on whether the consumer trusts the brand. 72% of consumers say that positive reviews make them trust a local business more.
Natural language processing helps identify patterns in text, understand the core themes in what people are talking about and give you a perspective that you are not able to get as an individual. The biggest opportunity is taking advantage of the tools and technologies that allow you to understand whether those reviews are genuine.
Reviews and feedback are one of the best ways to set yourself above your competition, so take advantage of it!
Personalisation
As marketers, we are constantly told that building long term relationships with our consumers is fundamental for success. To achieve this, every interaction needs to be personalised and we need to make sure that our consumer feels an emotional connection with our brand.
Personalisation has become more important than ever before, and AI allows businesses to personalise marketing activities to positively impact the decision-making process of an individual.
The AI engine is constantly monitoring all channels to create a universal customer view, this allows eCommerce retailers to provide a seamless customer experience across all their platforms.
AI is improving every single day, so soak in all of the information that you can and take advantage of the tools out there to execute your AI strategy to its full potential!
“People will never be replaced by machines. In the end, life and business are about human connections.” – The Office
