Understanding artificial intelligence for retail customers

Retailers are utilizing AI systems to develop better personalization, grow their audiences and analyze unstructured data. For example, the outdoor and equipment apparel company, The North Face, is using an interactive online shopping experience powered by IBM Watson cognitive computing technology. The system was developed using IBM Fluid's Expert Personal Shopper (XPS) software to create a more engaging, personalized and relevant shopping experience. XPS aims to help consumers discover and refine product selections based on their responses to a series of questions. AI plays an integral role in enhancing marketing systems by feeding "very directly into many marketing functions and processes, including ROI [return on investment] and accountability, ad personalization, voice assistants and programmatic" approaches, according to the NewBase report.