This article was based on the interview with Eli Finkelshteyn of Constructor by Greg Kihlström, MarTech keynote speaker for The Agile Brand with Greg Kihlström podcast. Listen to the original episode here:
Generative AI has the potential to revolutionize the way companies interact with their customers. However, it is important to note that we are still in the early stages of understanding how to effectively implement generative AI for user benefit. As mentioned in the podcast transcript, it is crucial to use generative AI in a way that solves a real customer need rather than just for the sake of using the technology.
One key takeaway from the podcast is that generative AI should be integrated into e-commerce platforms in a way that enhances the user experience and provides value that the user did not have access to before. For example, instead of using a chatbot to simply rephrase search queries, companies can leverage generative AI to create personalized shopping assistants that can help customers with complex requests or decisions. This can mimic the experience of talking to a knowledgeable store associate in a physical store, but in an online setting.
By using generative AI to address latent needs that customers may have, companies can differentiate themselves in a crowded e-commerce market and provide a unique and valuable service to their customers. For instance, a generative AI shopping assistant could help a customer who is planning a hiking trip for the first time by recommending appropriate gear and equipment based on their preferences and requirements. This personalized assistance can streamline the shopping process and make it more convenient and enjoyable for the customer.
Furthermore, the podcast emphasizes the importance of using generative AI at the right time and in the right context. Simply adding a chat interface or AI feature for the sake of novelty is unlikely to provide any real value to the user. Instead, companies should focus on using generative AI to address specific customer needs and enhance the overall user experience. This requires careful consideration of the user interface and algorithms to ensure that the technology is effectively serving the customer’s needs.
Generative AI has the potential to transform the e-commerce industry by providing personalized and value-driven experiences for customers. By leveraging AI technology in a thoughtful and strategic manner, companies can create innovative solutions that improve customer engagement, drive sales, and ultimately enhance the overall user experience. As we continue to explore the possibilities of generative AI, it is important to prioritize user benefit and ensure that the technology is used to address real customer needs in a meaningful way.
