Artificial intelligence is revolutionizing the online shopping experience, being a significant differential for both consumers and retailers. One of the main aspects of this transformation is personalization. Through machine learning algorithms (machine learning), platforms are able to analyze consumer behavior and user preferences, providing personalized and increasingly assertive recommendations that make the user's shopping experience more relevant. This level of customization, observed in giant retailers, helps consumers find products that really interest them, increasing engagement and the likelihood of purchase.
To deal with the large volume of demand and scale its service power, especially in large commercial dates, the retailer would also need to increase its seasonal out-of-season costs, in addition to the time and resources in training. On the other hand, with conversational artificial intelligence (technology that makes the software able to understand and respond to human conversations based on voice or text), a quality service standard is promoted regardless of the customer and time. In the after-sales of dates marked by the large number of purchases such as Black Friday, for example, the I.A is a great differential, because it can scale with quality the service of this demand and, even, it can engage other brand marketing campaigns.
The impulsivity when adding the desired products in e-commerce also generates a lot of desistance of carts with products. This is where the recovery campaigns of abandoned carts come in, promoting a new contact, fully personalized, so that the consumer can recover what he left , and may even offer a discount coupon or other benefit for the recovery of the purchase. In addition, thinking about the end-to-end experience of this customer, the service for exchange, questions or returns by I.A contribute to keep the consumer happy.
Artificial intelligence does not replace people, but allows the company to allocate its employees in more strategic roles. The focus is that the standard of all service that the I.A brings, loyal to the customer, who knows that regardless of the moment of contact, whether proactive or receptive, will be quality. In addition, technology ensures an affordable service, since it can meet different languages, formats and tones of communication.
The visual experience of online shopping has also been enhanced with the use of AI. Technologies such as image recognition allow users to search for products using photos, making it easier to discover similar items.In addition, augmented reality and virtual reality provide immersive experiences, allowing consumers to visualize how products would look in their environments before purchase.
The study “Artificial Intelligence in Retail“, from the Retail Center, conducted between April and June this year, shows that 47% of retailers already use I.A, while 53% have not yet implemented this technology, even being aware of its possibilities.
Therefore, the retailer who understands the power of AI and the meaning of offering a service that is both standardized and personalized, will ensure greater loyalty of the public. The modern consumer's buying journey is multichannel, and he values that the online experience is as fluid and satisfactory as the face-to-face experience that is so familiar to us.
