For their second year of partnership, KPMG and FEVAD are publishing a study. On the impact of artificial intelligence in e-commerce. The two institutes have looked into the role of AI. In the various applications related to e-commerce: marketing, logistics management, customer experience, etc.
AI in e-commerce: the road ahead will be long
It should be noted that e-commerce in France continues to grow. According to the latest FEVAD study, more and more French Internet users are buying online. At a higher frequency and for a larger budget each year.
The observation is the same across Europe.
In a context of significant growth in e-commerce and in front of the profusion of available data. Merchant sites see artificial intelligence as one of the main innovative solutions. To add value to the sector.
However, the application of artificial intelligence in e-commerce is still timid. There is a long way to go before reaching a degree of precision that allows sites to target audiences.
The KPMG and FEVAD study, consider that the phenomenon is “still in gestation”. “Today, the AI used in e-commerce remains basic. And it is estimated that it will take several decades to see sophisticated AI applications in e-commerce. AI can’t be bought, it can be built: the transition from simple to advanced AI will be done. Through Deep Learning techniques that allow AI to learn and grow stronger over time. »
Which AI uses for e-commerce?
The potential uses of artificial intelligence in e-commerce can be multiple. According to the study, e-merchants have become aware of the potential of AI. For optimizing e-commerce operations. KPMG and FEVAD have identified the 5 main categories of AI applications that e-merchants are working on.
- The personalization and improvement of the customer experience. Particularly in the collection of data to target the customer, his behavior. And adopt predictive and targeted marketing with automated steering.
- Robotic and intelligent logistics: logistics and stock management for merchants.
- Visual search: a real godsend for the consumer who, with more and more brands? Is able now to look for a product thanks to his smartphone. It can also be used for virtual trials with a webcam.
- Marketplace database management.
- Chatbots for managing customer questions and requests, personal assistants. We see more and more of these little assistants appearing to help us find a product, place an order or track a parcel. For the study, the technologies accompanying PDAs are not yet mature enough. To allow them to engage in a fluid conversation. And ensure an optimal customer experience.
The next challenges for e-merchants
To implement these uses of artificial intelligence. However, e-merchants face technical and technological obstacles. For the study by KPMG and FEVAD, these obstacles are the next challenges. Which brands will have to overcome in order to stay in the race.
The first challenge is to succeed in integrating a new type of technology. That is to say, the cognitive, “on an existing system not always equipped to support them”, warns the study.
The second is to reconsider the division of labour between man and machine. AI and automation. Especially for their potential impact on employment. Which still frighten some organisations.
The third challenge responds to the second: managing to train current employees and attracting new talent to develop skills. Related to working with artificial intelligence.
Finally, the fourth challenge for e-merchants is to open up their ability to share innovations with competing companies. “The global giants of e-commerce have several thousand engineers working on the subject around the world. Many French/ European e-merchants do not have similar resources. And often cannot offer such a broad scope of solutions. Sharing investment, risks and expanding opportunities for start-ups is the way forward”. The study recommends.
Even if the challenges remain numerous, they are surmountable! And must be overcome and better understood. After all, IA is the future of e-commerce.
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