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Artificial intelligence is increasingly supporting e-commerce and helping sellers build a competitive advantage. What solutions play a key role in online sales today? Here are five key technologies identified by Experts Group Shoper, as crucial when doing business online.
The "Selling Season" report from Shoper shows that one in five online store owners soon plan to start using artificial intelligence-based solutions in their business. Entrepreneurs who are already using AI most often use it to create product descriptions-using tools such as ChatGPT, or solutions dedicated to online sales, such as AI Descriptions from Apilo. However, this is only the beginning of the possibilities that artificial intelligence offers the e-commerce industry. What other innovations are e-commerce store owners incorporating into their stores?
1. marketing content creation
Artificial intelligence enables online marketers to use a variety of tools to create visual, audio and textual content. Thanks to solutions such as MidJourney, Suno, Claude or ChatGPT, it is possible to generate unique promotional graphics, create posts for social media or design audiovisual materials for advertising campaigns in a short period of time. Such solutions allow online stores to efficiently manage their time and resources, and precisely tailor content to their target audience. Importantly, content creation using AI, while extremely helpful, must comply with copyright laws, requiring companies to verify the rights to use the generated content
- Artificial intelligence in the creation of so-called content (i.e., published content) not only saves time, but also gives access to unlimited creative possibilities. - says Katarzyna Michalczyk, Social Media Specialist at Shoper. - With AI, brands can experiment with form and message, creating content that attracts attention, builds engagement and responds to audience needs. However, it's worth remembering that competitors can also use these tools, so don't limit yourself to ready-made AI proposals - it's worth personalizing and adapting them to the specifics of your own brand. - he adds
2. virtual purchasing assistants
Chatbots, voicebots and customer service support systems are playing an increasingly important role in modern e-commerce, as they allow for instant responses to basic inquiries and real-time problem solving. Thanks to advanced artificial intelligence, these tools can conduct natural conversations, understand the context of questions and provide personalized answers.
- Using artificial intelligence to handle basic questions from customers is a great way to increase customer satisfaction. - comments Sandra Olszewska, CRM Automation Specialist at Shoper. - Customers can count on assistance at any time, while retailers simultaneously optimize service costs. Automating these processes not only improves the quality of service, but also improves the operational efficiency of stores, allowing entrepreneurs to focus on strategic business development. - He adds.
3. marketing automation
Vendors can also reach out to marketing automation tools that improve communication with customers and increase the effectiveness of promotional activities. Automatic sending of emails such as reminders about abandoned shopping carts or special offers, dynamic product recommendations and integrations with Google Ads and Facebook Ads are just some of the features available to reach customers with relevant and personalized offers.
- Features such as reminders about abandoned shopping carts can significantly increase conversions, notes Marcin Kowalik, Head of Value Added Services. - By automatically analyzing customer behavior, stores can not only attract the attention of their audience, but also recover potential sales, for example, by sending a discount code in an email. Such actions are extremely effective, and virtually maintenance-free after a one-time setup. - he adds
4. data analysis and personalization
Modern e-commerce is increasingly using artificial intelligence to analyze data in order to better understand customers' needs and tailor offers to their individual expectations. The key role here is played by tools that process real-time data about users' visits, preferences and behavioral patterns, and then use this information to create personalized product recommendations. One example of such solutions is the Shoper Recommendations solution.
- Shoper Recommendations is an advanced product recommendation system that uses machine learning algorithms. It works in real time, analyzing users' behavior and adjusting product suggestions according to their shopping preferences. - Explains Boguslawa Chilinska-Lis, Product Marketing Manager at Shoper. - It's a win-win solution - sellers can increase shopping cart value and conversion, while customers are presented with products that best match their expectations and interests. - she adds
5. AI in creating product descriptions
Creating product descriptions is one of the most time-consuming tasks in e-commerce, which is becoming faster and more efficient thanks to artificial intelligence. Tools such as ChatGPT, Claude AI or dedicated solutions such as AI Descriptions from Apilo make it possible to automatically generate content in a matter of moments. With them, merchants can create unique and attractive descriptions that not only enrich a store's offer, but also support SEO and improve conversion rates.
- Automating descriptions, with the help of tools such as AI Descriptions, makes it possible to respond dynamically to a changing assortment, as well as to save the time needed to create detailed descriptions for each product in an online store.says Ryszard Kurtok, Head of Marketing at Apilo. - Imagine a store introducing several hundred new products per month. Thanks to AI, each of them can receive a unique, refined description with minimal effort.
Can every online store use AI?
Artificial intelligence is a technology that is changing not only the way sales are managed, but also the approach to business strategies. AI solutions, which just a few years ago were mainly available to the largest players, are now becoming standard even for smaller businesses. Vendors who choose to invest in AI gain a competitive advantage, and their customers gain a more personalized, efficient and enjoyable shopping experience.
- With AI, retailers can respond faster to changing market needs, test innovative solutions and predict customer behavior with greater accuracy. Online store owners should start planning now how to use these capabilities in their businesses. - replies Marcin Kowalik, Head of Value Added Services. - At Shoper we are aware of the needs of the market and consumers, which is why we are constantly updating our applications in Shoper AppStore, adding solutions based on artificial intelligence. - He adds.
About the Group Shoper
The Shoper Group provides comprehensive solutions to enable and support online sales within four pillars viz: Omnichannel, logistics, payments and online advertising. The group includes: Shoper - Poland's most popular e-commerce platform for running one's own online store, which is used by well-known brands such as Gym Glamour, WK Dzik, Irving and Doppelherz; Apilo - an advanced multi-channel sales management tool; Sempire - a specialized SEO/SEM agency and competence center for GEO and AI; and Selium - a team of experts supporting clients in developing sales on marketplace platforms. Since July 2021, Shoper has been listed on the Warsaw Stock Exchange and is part of the sWIG80 index.
For more information: www.shoper.pl
Paulina Kaszuba
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