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The influence artificial intelligence already has on all spheres of business from gaming to online retail is immense, and the e-commerce industry is definitely among those that can use the up-and-coming progression of AI and machine learning to its advantage. The truth is that artificial intelligence is getting better in progressing its skills of understanding consumers and their necessities, meaning that with its help, store owners can make their websites smarter and stronger, enhance their businesses, and ultimately sell more.


That said, in this article, we’d like to introduce you to the ways machine learning and AI can be used in your online business to boost your sales. So, let’s go ahead.


Expanding Your Knowledge About Your Leads Using AI


Can you be sure that you know everything about your clients? Among the things that AI is doing to help businesses increase their sales is using big data to scrutinize your leads and their shopping behavior from cover to cover. And this includes more than simply collecting all possible information on your leads, it is also about structuring the data collected and leveraging the analytics in such a way that it can be used to its fullest.


In other words, artificial intelligence allows entrepreneurs to get rid of guessing in favor of true knowledge. By studying people, their behavior, preferences, interests, habits, you can get a clear picture of who your customers are. Let’s dive into some of the things AI can do in that respect to increase your turnovers: 


Personalized Product Selection


Let’s face it: 74% of customers feel frustrated when website content is not personalized. The times when the “show everyone the same thing” approach was treated as decent fell off the edge of the earth. To build a bridge between customers and businesses, the content should be customized for each visitor. But how can artificial intelligence help?


That said, in the category page grids, AI can arrange products in a way as to show a user those items that they may like. The assumptions are made based on their searches and previous buys. As such, when another visitor is browsing the very same category page, they will see a different pick. 


Some brands have already implemented personalized product sections on their websites. Let’s take a look at the “You Might Also Like” block on the ASOS site:



Or another good example: Alibaba, a famous Chinese retail company selling everything from food to electronics, leverages AI-based algorithms to recommend items to the visitors and engage them better.



However, in most of the cases, to add such an AI-driven section to a website, business owners will have to hire developers who specialize in e-commerce solutions and know how to use this technology to its fullest.


Using AI to Determine the Products That Compliment Each Other


Monitoring your product range and keeping a close watch on the products that sell well together may get tricker as your inventories expand. However, artificial intelligence can be a great helper in automating these processes and increasing the number of purchases.


As such, by having exhaustive knowledge of the search history and previous buys, you can provide your visitors with the best-selling combos and streamline sales. Take a look at the Agent Provocateur official website. They are displaying things that look good together in their “Wear with” section. This significantly affects impulsive buying, forcing users to check out more products than planned initially.



AI-powered Chatbots For Smart Interactions


People are no longer find chatbots inconvenient. The latest generation of bots is extremely fast, responsive, smart, ready to resolve any issue, and always there when you need them. Unlike human customer agents who have limited working hours, these AI-powered robots are available 24/7 to answer any question. 

The greatest thing about chatbots is that they can be trained both from previous experience and special training. They are really helpful when it comes to resolving frequently occurred problems or replying to repetitive same-type questions. Advanced chatbots based on artificial intelligence and machine learning boost service agents’ productivity by imitating a conversation in a natural, human way.


Further - it is more, some of these assistants can process voice recognition and even understand the emotional coloring of the entire message. As such, Cogito, AI-powered software, perceives, and analyzes such factors as the tone of voice, word frequency, and pitch. Basing on these factors, the software displays smart notifications on the customer service agent’s device advising them to speak slowly/faster, lower the voice, sound more amiably, etc.


Virtual Fitting Rooms And Augmented Reality


When augmented reality is on the same page with e-commerce, this team is in it to win it. The technology provides potential customers with the opportunity to virtually try on a product before purchasing, creating a kind of fitting room for an online store. This functionality is already used by a plethora of famous brands including GUCCI, Sephora, Lancome, Ikea, Toshiba, Ralph Lauren, Uniqlo, and many others. It is said that AR-powered fitting rooms skyrocket the UX, making the online stores smart, and consequently sell more products.


As such, Ikea, a Swedish company selling ready-to-assemble furniture, home accessories, kitchen appliance, was among the early-adopters. Their new AR app allows potential customers to test IKEA’s items in a real-time environment via ARKit tech.



Following this example, other online retailers have decided to implement virtual fitting rooms to the functionality of their websites. Let’s have a look at another example. Sephora, a famous brand selling high-end cosmetics, has added the AI-powered ModiFace mirror to its website. The technology removes lots of doubts, allowing shoppers to virtually try on the products that are available on the online store. As such, the customers may see how, say, eye shadow will look on their faces.



Image Recognition to Enhance Product Discovery


Among the outstanding abilities of artificial intelligence is fast and efficient product searching. Today’s image recognition applies deep learning techniques in the field of computer vision. Instead of entering a text query, visual search enables prospects to identify and find items via photos snapped with their cameras. The rise of this feature in online stores is fueled by customers’ desire to discover new brands and products.


For example, Amazon, one of the largest multinational companies, have implemented image recognition called StyleSnap in their progressive app. With the help of this feature, prospects can upload pictures of various fashion looks from their galleries and the app will automatically display the detected items along with product pages and prices.





The use of artificial intelligence and its capabilities for online sales is expanding at a breathtaking pace. Such technology can be a helping hand when it comes to collecting and analyzing data, “urging” customers to buy more, making dialog between a seller and buyer more personal and effective. Therefore, it is crucial to make use of AI to multiply your sales and increase your revenue.

The Best Ways to Use AI to Boost Your Sales in 2020

29 July 2020


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