Retailers are very much on the leading edge of the application of artificial intelligence. Driven by their desire to boost online sales, they have devised a great many tools and tricks to entice more clicks and higher sales. But the resulting chatbots and online shopping recommendation engines have enjoyed only limited success.
Drew Robb, writing for TechRepublic Premium, delves into what has hampered online sales success and how generative AI is being harnessed to improve the online shopping experience and overall sales.
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HOW GEN AI CAN IMPROVE SHOPPING
While gen AI should eventually bring better responses from chatbots. Some organizations hoped that ChatGPT would solve their chatbot needs, but it is a little too broad for commercial deployments. It is unlikely to be able to tell you which flight to book or which shirt to buy with any degree of accuracy. Its large language model is too vast and too unspecific to be of much help in e-commerce. Businesses are advised to find a narrower approach — one that directly serves their needs.
Other LLMs are emerging, though, that deal with smaller and more carefully prescribed databases and knowledge bases. And enterprises are developing their own models that they can address directly to their own internal knowledge bases.
Here are some of the ways gen AI can improve online shopping:
Better chat: When done wisely, there is no doubt that gen AI can improve chatbot performance. They are far more capable than earlier chatbots when it comes to understanding the context of questions, guiding the shopping journey, and providing the most appropriate product recommendations. “Most of the previous generation chatbots were preprogrammed to follow a script and were unable to handle unexpected situations,” said John Harmon, senior analyst at Coresight Research. “Gen AI chatbots can understand human language and answer a wider variety of questions.”
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TIME SAVED: Crafting this content required 20 hours of dedicated writing, editing, research, and design.
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