Bot until you drop

British consumers are expected to spend £280 each on gifts in the weeks leading up to Christmas. More than half of these purchases will take place online and almost a third of people will rely on online reviews to make their buying decisions, although recommendations from friends and family are still the main source of persuasion. Online shopping is estimated to rise by 24 per cent by the end of this year. However, as consumers are looking for more sensory and immersive shopping experiences, the pressure is on for online retailers to find new ways to excite customers and keep them satisfied – artificial intelligence (AI) is the new technology they will use. It is allowing businesses to analyse customer behaviour, predict consumer wants and offer tailored customer experiences.