With less than two weeks until Black Friday, while retailers are already preparing to boost their revenue during the five most important days of the year for the sector, consumers are also beginning to mobilize, eyeing desired items and good discounts. This year, however, the most concrete application of artificial intelligence by major brands already promises a promising Black Friday. At a recent event, Google Brazil directors reinforced this perspective, highlighting how the use of AI should drive results. With increasing investment in technology by retailers, what will change in the consumer experience?
Florian Bessonnat, co-founder and CIO of the Franco-Brazilian startup Simplex, specialized in increasing traffic, sales, and online conversion, which serves giants like Carrefour, Mobly, and Leroy Merlin, lists below six AI applications that should enhance the consumer journey this year. Check it out
Intelligent search assistants
Conversational AI tools, like ChatGPT, can make product discovery more intuitive. Conversational shopping plugins on e-commerce sites strengthen a new type of customer interaction similar to a chat. Therefore, personalized shopping recommendations through natural language questions are powerful strategies to retain customers seeking more accurate purchases.
Visual searches
Searching for products through images on platforms like Google Lens can improve and simplify the shopping experience, with the essential help of generative AI. The technology extracts insights from images, making comparisons, in order to find similar products and suggest them to the consumer.
Personalized product recommendations
AI offers personalized shopping suggestions. Considering the constant evolution of technology and its ability to analyze large amounts of data, it can cross-reference product reviews on the internet with the trustworthiness of the seller and, taking the buyer's location into account, suggest much more accurate results. This can increase product conversion and sales.
Price tracking and alerts
AI-based tools notify buyers when desired items drop in price. In this way, the consumer can ensure the best value in their purchase. Buyers can also receive real-time personalized discounts according to their preferences.
Improved customer service
During periods of high demand, doubts and problems are to be expected at any point in the consumer's journey. It is humanly impossible for a team to handle consumer issues within the ideal timeframe. For this, AI chatbots are an excellent solution, as they respond quickly to inquiries. The result is shorter wait times and greater customer satisfaction, avoiding negative impacts for the company.
Frictionless payment
AI-powered payment solutions eliminate checkout lines, one of the main reasons for cart abandonment in online transactions. Investing in automated checkout systems bypasses this problem, speeding up the purchasing process.
