Artificial Intelligence (AI) is reshaping the way that ecommerce works. It’s been a key driver behind boosting sales, it’s changed the way that Customer Experience professionals work and has been a significant factor in asserting e-tailers’ dominance in the retail space.
Which leads to two big questions. How, exactly, has AI altered the ecommerce landscape? And what does it mean for your business?
This is how AI has become an e-tailer’s best asset
AI isn’t limited to one tool, nor to one approach. Broadly speaking, the term refers to technology which can perform tasks that normally requires human intelligence. When powered with machine-learning algorithms, it can actively learn from visitor behavior to influence the content or channels seen and decisions made during the purchase journey.
AI has been embraced because it increases efficiency. And with Gartner anticipating that 85% of a client’s relationship with a business will be managed without interacting with any human by 2020, the trend towards automation is set to grow stronger.
There are clear cost benefits to automation through AI. And AI can make the shopping experience easier and more enjoyable for the consumer; the real value of the technology is the way that it enables well-rounded visitor journeys and increases profitability.
Four ways that AI has helped e-tailers
- Better search results
There’s a reason why Google’s one of the biggest companies in the world. Its search engine has an incredibly simple interface but yields powerful, relevant results. Its AI understands exactly what you want to search for, even when you’re being vague. And with 30% of online visitors making use of a website’s search functionality, it’s important to make sure that it’s effective. So it’s good that e-tailers have more opportunities than ever to make the search functionality relevant with AI. The advent of visual search has made it possible for consumers to take a picture of something they like, send it to a retailer and have the retailer find something similar in their range. Sounds good? See how it’s been working for Neiman Marcus.
- Voice search
Thanks to voice assistants like Alexa and Siri, voice search is now being embraced and normalized by consumers. Owing to developments in Natural Language Processing, AI technology is able to understand and react to the things that we say. Which is a huge leap. Now, all Amazon shoppers need to do to buy a product is to speak to their Echo. They don’t even have to look at their phone or computer. They can sit at their kitchen table, ask their device for a new product and it will be delivered the next day. The future is voice activated.
A large number of potential buyers end up falling through the cracks. It’s natural for visitors to consider a purchase and then leave the site. It’s also normal for visitors who may have been close to purchasing to let that decision slip to the back of their mind. So retargeting through intelligently placed ads can be useful.
- Contact channel optimization
AI tools can give you the ability to know why each and every one of your web visitors is online. From looking at their browsing behavior, you can know which visitors are looking to buy and which have service issues. Further still, you can see which visitors need assistance in order to convert. And you can make sure that they get offered assistance through the channel which best matches their needs. This branch of AI improves contact channel efficiency, increases conversion and creates an unbeatable customer experience.
What this means for your business
Our latest eBook hones its focus on the benefits of AI that optimizes contact channel performance, specifically looking at the ways that the technology boosts online sales. Knowledge is one of the most powerful tools that a business can have at its disposal. Being able to understand and influence every single anonymous visitor journey has proven to be an invaluable and authoritative way to drive online sales for ecommerce leaders.
For the full picture, download your copy of the eBook. It’s right here.