Practical use cases with Gen AI in Ecommerce improving shopper’s experience.

Generative AI has the potential to revolutionize eCommerce by enhancing the shopping experience. Right from searching and finding a product through to attracting and engaging a customer and the final check-out journey there are many areas where Gen AI can play a significant role. Here are some of the uses cases I have summarised based on the industry research made :

1. Customer Service - a) Conversational virtual assistant b) Customer service automation
2. CRM - Enhanced customer segmentation, lead generation & qualification providing new insights.
3. Digital Marketing - a) Targeted and Personalised marketing – Text and Image Generation. b) High-performing keywords and phrases for digital marketing campaigns
4. Product Information Management (PIM) - a) Automated product description generation. b) Effective maintenance of product catalogue. ? c) Design new products based on trends, historic data, and customer preference
5. Experience Management - a) Hyper Personalised Search Experience b) Automated content creation that are highly personalized and relevant for specific audiences group. c) Product recommendations based on buying history, shopping patterns and customer preferences.
6. Payments and Fraud - a) Ability to predict customer behaviour based on online & instore purchases. b) Analyse transaction patterns in real-time to prevent fraud.

Challenges

One of the common challenges involved in realising the business value out of implementing Gen AI is about developing custom models trained on the proprietary data for brands to achieve brand specific tone and personalised results in a scalable and cost-effective way.

The approach requires a significant amount of time and effort to understand the problem statement, where the data exists, build and train the models, deploy the model , assess the outcomes and create the feedback loop.