This article was written by Greg Kihlström for Forbes Agency Council. Read the full article here.

The pressure to meet customers’ online shopping experience expectations is higher than ever. This means brands face the challenge of delivering highly personalized experiences to customers while managing vast amounts of data and interactions across multiple channels.

In my work with enterprise retail brands, I have seen firsthand how AI can supercharge the e-commerce experience. Let’s explore three areas where AI can be leveraged effectively.

Search & Discovery

The search and discovery process is a critical aspect of the e-commerce customer journey. AI can significantly enhance this process by analyzing customer data and preferences to deliver advanced personalization. By using AI-based tools that personalize what customers see and the order they see it, retailers can customize both search results and product recommendations. This makes it easier to find things, and it also makes customers feel seen and understood.

When a customer visits a fashion retailer’s online store, for instance, AI can analyze their browsing history, past purchases and even real-time behavior to present a tailored list of products that match their interests. If a customer frequently buys sportswear from the retailer, the search results can prioritize new arrivals in that category.

This article was written by Greg Kihlström for Forbes Agency Council. Read the full article here.