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Artificial intelligence in e-commerce

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Artificial intelligence in e-commerce, reality or fiction?


Artificial intelligence is certainly one of the most talked about technologies for some time. However, its fields of application remain unclear and few are able to cite one of its concrete uses. In the e-commerce sector, however, it can be extremely useful, especially in the context of the commercial animation of your site.


Artificial intelligence offers the possibility of increasing the attractiveness of the e-commerce sales cycle by considerably enriching the user experience. Used wisely it will also have a beneficial effect on the conversion rate of your online store. This will be done through a smarter and more personalized commercial animation.


Artificial Intelligence: a three-phase system


The implementation of an artificial intelligence system is done in three stages.


First of all it is a question of collecting the available data in a data center in order to carry out a first phase which will allow to "cruncher" the data, that is to say to extract the useful and necessary elements to his treatment in a marketing perspective.


The data is then integrated into an analysis tool that will allow to first make it readable to all and to analyze it in a concrete way. This analysis will make it possible to better know the visitor and to think of actions to implement to enrich his user journey.


Finally, the last tool will be responsible for implementing these actions through a smart and personalized commercial animation. The objective is to interact in real time with the consumer based on the data collected through his customer journey and the actions he performs on your e-commerce.




The objectives of commercial animation


The first objective is obviously to arouse the interest of the user as soon as he arrives on the site. When someone comes to your site in a search context, they must feel they are confronted by an expert in the field they are interested in. If your e-commerce is generalist, it must immediately be able to highlight the product universe related to the search of the user. If, for example, you sell sporting goods and the visitor arrives on your site looking for ski equipment, your shop must immediately present an interface and an offer related to winter sports.
confirm to the user that the site meets his needs


The second objective is to reassure the visitor even more by confirming to him that this site is able to answer precisely to his need. This includes an advisory phase and highlighting the right products. The user knows now that he is on a site that corresponds to his research, it is now to show him throughout the purchase process that beyond answering the search, this e-commerce has of the solution that will precisely meet his needs and that he will be able to guide him quickly towards it.
Lift the brakes on the purchase of the visitor


The third and final goal is to lift the brakes on the purchase to convert the visitor into a customer. It is the setting up of a reinsurance process with different means of action (mailing, popup ...) and the presentation of purchasing opportunities through, for example, exclusive promotions. Finally, it is important to further strengthen the consulting dimension on the final stages of the purchasing process.


Artificial intelligence is not the answer, it is a means of capturing where the visitor is in his commitment. Thanks to the AI you will be able to place the visitor in the right context and provide the answer in real time.



A recent study by Forrester Consulting looks at the growing role of artificial intelligence in e-commerce. Marketers surveyed in the United States, the United Kingdom, Germany, France and Australia believe that AI is a major driver of change. 79% think it's changing the role of marketing to more strategic work, and 86% making marketing teams more effective.
Artificial intelligence in e-commerce, reality or fiction?


In e-commerce, one of the major challenges in the development of artificial intelligence is the automation of workflows. For 82% of the companies surveyed, the IA must allow to be able to refocus on tasks that generate value. Main reason why 78% of them plan to increase by at least 5% their expenses related to AI marketing technologies.


Another major attraction of artificial intelligence in e-commerce is improving the personalization of the multichannel customer experience as consumers interact with brands across different touch points. Thanks to AI, more than half of e-merchants (54%) hope to better cover customer travel and better understand buying behavior. Of these, 63% expect a period of at least 3 years to fully take advantage of such an implementation. The main objectives cited for artificial intelligence marketing in e-commerce are: revenue generation, better customer service, improved data analysis and smart recommendations.


In the end, the study reveals that 88% of marketers surveyed believe that the AI is able to reinvent the e-commerce industry, and 81% reinvent the culture and operation of their business. Forrester Consulting estimates that 11% of the expert actors are really ready to exploit the technological innovations of the AI, and 25% the number of late organizations.

More information about the study : https://engage.emarsys.com/en/study/ai-readiness


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