Khaled Matar, Associate Director at PHD Singapore and resident e-commerce expert, explores the future of artificial intelligence (AI) in the online retail space in a new article for WARC.

Over the last several years, AI has carved out a sizable space within the e-commerce market. It’s driving major innovation in the areas of content creation, shopping personalisation, and consumer targeting.

Personalisation has played a large part in marketing for years, but with AI optimisation tapping into key consumer data, retailers can respond to consumers’ needs instantly. This allows retailers to provide an even more enhanced experience for shoppers – resulting in average sales gains of 6-10%.

AI also optimises the e-commerce experience by automating content creation. Alibaba unveiled an AI tool that can produce up to 20,000 lines of content per second. AI can generate product information and free up human resource to focus on creative work.

This process carries over to customer service interactions as well. “Chatbots” allow customers to instantly have a conversation with AI robots, handling enquiries and recommendations without need for human intervention.

As highlighted in PHD’s publication Merge: the closing gap between technology and us, artificial intelligence is poised to play a major role in the future of marketing and e-commerce. AI will positively impact businesses and consumers by saving time, costs and manpower, and by further personalising the shopping experience.

For more information on the impact of AI optimisation on e-commerce, read Khaled Matar’s full article on WARC.