Social Commerce Predictions for 2024 - AI vs Human – Which version did I write?

After I drafted this article, I wondered if it would be markedly different, dare say better, than what AI would create. So, I prompted Google Bard to draft an AI powered version as well. See below for both my version as well as Bards. I’m genuinely curious to know which one you prefer!

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Version A: Social Commerce Predictions for 2024

Global ecommerce is expected to grow 8.6% in 2024 to a staggering $6.3 trillion. The social commerce slice of that pie is targeted at 6% of that total delivering $378 billion in attributable sales. The two countries driving the largest share of these figures are the US and China. The US will contribute $1.4 trillion to the revenue total, with $84 billion attributed to social commerce. To help capitalize on this groundswell are some key trends for marketers and ecommerce managers to consider.

Social platform enhancements boost discovery. Social media platforms are evolving how users discover items. This discovery comes in two manners: 1) social search, or how social platforms are evolving the way users utilize search within the platform to find and discover, 2) algorithmic recommendations which are being supercharged with AI to better align recommended content to users.

The acceptance of Generative AI. In less than a year AI has become a daily tool for many marketing and ecommerce teams. From suggesting social media post captions, to sorting customer sets, to powering product recommendations, AI has already shown its value. What I see as evolving in 2024 is the further acceptance and formalization of how AI is used in both brand side and agency workstreams.?

Tracking cookies dwindle. The 3rd party tracking cookie as we know it continues to become less effective to marketers. Google announced that its Chrome browser which accounts for 46% of all US internet users, will begin deprecating third-party cookies in 2024, starting with 1% of users in Q1. Both Safari and Firefox have been restricting certain 3rd party cookies since 2013 and are predicted to continue to tighten these restrictions due to privacy and security concerns.? The implication to brands is a need to own their own efforts. First party data (email and SMS) as well as owned media channels such as social media, and the commerce being conducted on those platforms, will need to become larger pieces of the pie.

Real-user photo/video matter. Outside of high fashion or select other niche segments, consumers are demonstrating preference for content that is “real”. Enter the continued infiltration of user generated content (UGC) into a brand’s content arc. To support social commerce, brands will need to build out a steady pipeline of UGC to feed these channels. Sourcing and managing UGC must become a budgeted and properly resourced function.

Live commerce becomes mainstream. A newer form of social media commerce which is sort of the modern take of the Home Shopping Network on broadcast TV. Dedicated live shopping apps such as Whatnot and CommentSold continue to see their popularity increase along with the live shopping features within Amazon, TikTok, Facebook, and Instagram.?

As 2024 unfolds we’ll see how these trends play out and which new ones emerge. We are still in the early stages of social commerce and so this is an exciting space to navigate!

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Version B: Social Commerce in 2024: Evolution, not Revolution

Social media and shopping seamlessly intertwined? Welcome to 2024, where "social commerce" isn't just a buzzword, it's a booming landscape ripe for exploration. But what trends will define this space in the coming year? Buckle up, because the future of shopping is interactive, immersive, and community-driven.

Livestreaming Takes Center Stage: Forget static product photos, livestreaming will become the hottest storefront. Imagine charismatic hosts showcasing new apparel, beauty products, or even tech gadgets in real-time, answering questions and interacting with viewers who can instantly purchase featured items. Platforms like TikTok and Instagram are already paving the way, and expect Facebook and Youtube to follow suit.

Community Commerce Blossoms: Forget faceless brands, consumers crave connection. In 2024, social commerce will thrive on communities. Brands will foster online groups and forums where members share recommendations, engage with creators, and participate in exclusive product reveals or sales. Think of it as a digital town square where buying feels like a shared experience, not just a transaction.

AI Tailors the Shopping Journey: From chatbots recommending perfect fits to product suggestions based on social media behavior, AI will personalize the social commerce experience like never before. Imagine browsing Instagram stories and seeing an ad featuring sunglasses a friend recently raved about – that's the power of AI in action.

AR/VR Shopping Goes Mainstream: Augmented Reality (AR) will let you virtually try on clothes or see furniture in your living room before buying. Virtual Reality (VR) will transport you to immersive brand experiences, like exploring a virtual store or attending a product launch event. While still in its early stages, expect 2024 to see wider adoption and experimentation with these exciting technologies.

The Rise of Micro-Influencers: Forget celebrity endorsements, micro-influencers with engaged, niche communities will hold the sway. These relatable individuals will showcase products authentically, building trust and driving sales more effectively than distant celebrities ever could. Look for brands to partner with micro-influencers across diverse segments and platforms.

Social Commerce Goes Global: While dominant in the West, social commerce is exploding in markets like China and Southeast Asia. Expect Western brands to adapt their strategies for these regions, navigating cultural nuances and platform preferences. The global social commerce landscape will be anything but homogenous.

Sustainability Takes Root: Eco-conscious consumers will demand transparency and ethical practices from brands. Look for social commerce platforms to integrate features that highlight sustainable products, track carbon footprints, and promote responsible shopping habits.

The Bottom Line: Social commerce isn't a fad, it's the future. In 2024, expect an evolution, not a revolution. Livestreaming, community building, AI personalization, and immersive technologies will take center stage, while ethical considerations and global expansion will play crucial roles. Brands that embrace these trends and foster genuine connections with their audience will be the ones ringing up the most sales in the social commerce era.

Bonus Prediction: Watch out for the emergence of "shoppable social audio" platforms, where listeners can buy products directly mentioned in podcasts or live audio conversations. The future of shopping is sounding pretty exciting, wouldn't you say?

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Kind of creepy how similar so much of the Bard article is to what I drafted. Especially in the formatting. So, please tell me, and you won’t hurt my (or Bards) feelings, which article did a better job: Version A or B? And can you tell which one was AI vs me?

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*data sources: eMarketer, shopify, statista