Customer experience can be considered one of the decisive factors for a brand's success. To give an idea, 58% of people stopped shopping at a company due to a negative experience, according to 'CX Trends 2024', a survey by Octadesk in partnership with Opinion Box. In this context, investment in the purchase journey has gained prominence, and it didn't take long for e-commerce to also leverage the power of artificial intelligences to optimize time and improve the relationship with the user.
“Today, customers expect more than just the product they purchased. With the high competition in e-commerce, retailers must question themselves about what the shopping experience is like and how they can transform it into something even more satisfying, building customer loyalty,” said Daniela Torres, partner and CEO ofSimple Innovation, company focused on business modeling for e-commerce.
Based on computing algorithms,machine learningand probability, artificial intelligences are capable of learning, assimilating scenarios, analyzing data in real time, and making decisions. In this way, they can offer solutions to problems in seconds, point out products similar to those searched for, and better direct consumers, doing what is necessary to encourage conversion.
“It is truly revolutionary how technology has transformed e-commerce. This year, 72% of companies are already using AI, as it has several possible applications. In e-commerce, it can help with chatbots, creating product descriptions, among other activities. But perhaps one of the most valuable applications that technology has to offer is the ability to understand the user, predict future sales and suggest products of interest, delivering personalized experiences to each one. All of this is only possible with the talented use of available browsing data, the great advantage of AI”, highlights Daniela.
For Daniela, artificial intelligence is still a recent technology and sparks many debates, but it is mainly a powerful aid for brands that value good experiences for their customers. Data AI has the potential to revolutionize the way consumers shop online. As technology advances, it is expected to increasingly deliver more personalized and unique experiences. Retailers should pay attention to these developments and not fear the future," he concludes.
