Using AI to transform e-commerce - Information Age

The amount of behavioural and demographic data available for individual online shoppers has increased to staggering levels. Coinciding with the increase in data, the use of artificial intelligence (AI) and machine learning techniques has become more mainstream as businesses discover the value of insights gained by these advanced techniques. With more data available than ever before, retail marketers have been given the opportunity to harness this data using machine learning algorithms that describe and predict shopper behaviour in real time. These insights can be used to drive both automated email campaigns and interactive website experiences that are relevant and personalised, leading to the creation and conversion of lifelong customers that drive increased value. Thanks to AI-driven campaigns, marketers are no longer required to manually sort through massive amounts of data in order to discover behaviours and send personalised messaging that increase shopper loyalty.