How AI can help to enhance user experience

Marketers are the store managers of the online retail world: it's up to them to ensure that visitors are having a good time and finding what they need. The challenge is insight: online store managers find it much harder to see what's really going on in the shop, compared to their real world counterparts. It's not immediately obvious why a particular product isn't selling online, or how customers are getting lost or sidetracked on their way to the checkout. That's why, over the past few years, companies in a variety of sectors have focused their attention on enhancing their user experience (UX). Often seen as a qualitative measure of how users'feel' while on websites, UX has historically been difficult to measure.