AI IN E-COMMERCE: How artificial intelligence can help retailers deliver the highly personalized experiences shoppers desire

Digitally native retailers are setting new standards for the customer journey by creating highly curated experiences through the use of AI. This has enabled them to cater to consumers' desire to interact with mobile apps and websites as they would with an in-store sales representative. By mimicking the use of AI among e-commerce pureplays, brick-and-mortars can implement similar levels of personalization. AI can be used to provide personalized websites, tailored product recommendations, more relevant product search results, as well as immediate and useful customer service. However, there are several barriers to AI adoption that may make implementation difficult. By and large, these hurdles stem from a general unpreparedness of legacy retailers' systems and organizational structures to handle the huge troves of data AI solutions need to be effective.