How top e-commerce leaders are making best AI marketing practice?

Amazon and other e-commerce giants are greatly fond of AI as the technology helps them to enhance product search and offers automated customer service. How it happens?

Online retail giants feel excited to explore advanced technologies like artificial intelligence. As firms in the industry continue to grow and fulfilling the demands of consumers, the need for an automated system to manage the operations and marketing has turned out to be their top priorities.

AI in ecommerce industry

There are chatbots, image and voice recognition, and recommendation engines used as artificial intelligence technology by ecommerce companies. AI is implemented in every ecommerce web development company. How? Let’s learn and explore-

#Amazon and AI

Amazon is using machine learning, computer vision, and object recognition to develop robotic technology at its fulfillment centers. Amazon is applying AI technology for-

  • Product recommendations
  • Battling fake reviews
  • Style recommendations

Product recommendations powered by AI have great contribution to the latest earnings of the Amazon. The recommendation system is integrated within every aspect of the purchasing process.

Amazon customers rely on product reviews a lot. Product reviews can help in marketing, but there are some sellers who have found a way to generate fake feedbacks to boost sale of their products by increasing the ratings on the site. Amazon team filed a lawsuit in 2015 against such sellers for paid positive feedback. Amazon released machine learning algorithm to filter authentic reviews online.

Style recommendation is the area where Amazon is planning to use AI to enhance its marketing reach. The team launched Echo look in April 2017 in which a hands-free camera assistant and personal stylist apply a combination of machine learning and human advice. Buyers using Amazon app can command Alexa (a cloud-based voice service assistant used by Amazon) to take a photo or video of their apparel to be posted on social media.

#eBay and AI

Even eBay has invested in predictive model research technology to save the time of the visitors for finding preferred products. To stay ahead in competition, it has acquired learning engine startups Expertmaker and SalesPredict in 2016.

The company finds the solution helpful as it will strengthen its structured data using the acquisitions’ predictive analytics and machine learning capabilities. The technology will assist the buyers in better understanding the price-differentiating attributes of the products offered there and at the same time, it will allow sellers to initiate predictive models that can determine the good chances of selling a given product at decided price.

Users can now use eBay ShopBot app that runs on Facebook Messenger and interact with users with text message, image, or speech. The app serves the purpose of a personal shopper by providing custom search results to the user.

#Alibaba and AI

Alibaba is investing in AI to enhance its marketing. The areas where it has implemented AI are-

  • Product recommendation
  • Smart supply
  • Chatbots

The software E-commerce Brain is owned by Alibaba that encourages product recommendation technology. The software creates predictive models with the help of real-time online data on content consumption, buying behavior, and other data sourced from the ecosystem of Alibaba.

The company Alibaba is taking help of its Ali Smart Supply Chain platform for exploring the smart supply chain development. The platform predicts volatile buyer trends and helps sellers to shift their focus on enhancing the quality of product, delivery operations, and inventory.

During an interview, the head of Customer Experience Business Group of Alibaba explained how AI has contributed to operations by collecting massive customer data, determining key issues, and enhancing inquiry management channels.

#Rakuten and AI

Rakuten is the Japanese largest ecommerce site that continues to search methods for better prediction via AI. By leveraging the Rakuten Institute of Technology, the team uses data from its 200 million products to predict sales precisely. The team can even distribute buyers accurately with real-time data.

#Flipkart and AI

Flipkart is an Indian company that owns its shopping app – Project Mira, which is still in progress since its launch. The company covers 50% of search volume with Mira and is also seeing 12% cart additions.

For introducing several enhancements to AI, Flipkart is now co-partnered with Microsoft and leveraging its cloud-computing system, Azure. It is also applying AI in its online fashion business (Myntra and Jabong) that enables the team to regulate and handle 70% of the online fashion market across India.

Ecommerce leaders are not giving second thought to investment in AI as they are aware of the benefits offered by the technology. With AI, ecommerce giants can –

  • Find solutions to their product pains
  • Save on operational costs
  • Enhance shopping experience with precise product matching
  • Generate genuine product reviews
Elliot Preece
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