Brands toe the AI line for better consumer experience

Strategising marketing, advertising and sales efforts is no longer a Herculean task for brands and retailers, with many elevating consumer experiences with the help of artificial intelligence, machine learning and big data. Since customers in today's digital world demand hyper-personalised content and tailored experiences from their favourite brands, several e-tailers are perfecting their moves. "Advanced AI capabilities, that we have only known through science-fiction movies, such as chatbots and virtual shopping assistants, are quite real now, and many online retailers are already using them to serve customers in a better, more interactive manner," Sudeshna Datta, co-founder and Executive Vice-President, AbsolutData, an analytics firm, told BusinessLine. While Alibaba is using AI to create personalised shopping experiences for its consumers, Amazon has introduced and perfected some of the key use-cases for AI, machine learning, and analytics in e-commerce marketing, in addition to developing innovative communication strategies. Flipkart, too, has stepped on the gas, and is keen to utilise its e-commerce data on consumer behaviour that is has collated over the past 10 years.