With the right knowledge, strategy, and tools, creating a seamless user experience powered by AI is within reach of retailers of any size.
Today, e-commerce is very active in using artificial intelligence to create smooth, engaging and efficient experiences for its users. This industry is at the fore in cutting-edge technology and does a lot in-house but also integrates and uses external solutions to create the best possible user experience for site visitors.
While it may seem impossible for most companies to harness AI to create a user experience that holds up by comparison, it isn’t. With the right knowledge, strategy, and tools, creating a seamless user experience powered by AI is within reach of businesses of any size.
Big tech UX requires significant technical resources – at least until recently
Consumers spend most of their time on big tech platforms and they are now familiar with ‘Big Tech UX’. Unsurprisingly, other companies strive to keep up with the level of comfort and ease of use. In fact, it has become a matter of competition.
While the AI-powered user experience is achievable, it requires a lot of work and resources. Even if you haven’t developed anything in-house and are using external tools and solutions, you still have a lot to do and have a large team of dedicated professionals, from product and user experience experts to engineers and data scientists.
To come up with a single UX improvement that works, you have to go through multiple product cycles: think, design, develop, launch, test, start over, and user response may still be zero. If you dare to create a unique and responsive experience for each user, you have to do a lot of heavy work by segmenting your audience and creating journeys for each segment.
Everyone is reinventing the wheel by improving user experience failures
We are now at the point where companies are competing for user convenience, trying to find new ways to solve the user experience issues they’ve identified and take advantage of those opportunities to increase performance. It is fair and expected in a competitive environment; McKinsey’s research suggests that revenue can be increased 10%-15% and retained from multi-channel personalization, but there are downsides as well: It is highly workload, slow to deliver results, and of course, creates additional expenses for additional employees – not to mention the money that You pay it for the solution you use to give you the power of AI.
But how smart is this approach when everyone is constantly inventing something new, when most of the new ideas are discarded after an intense and costly production cycle and only a small part of the improvements are implemented? It is a huge waste. Perhaps it would be better if the industry sectors unite and work on a perfect experiment with the help of intelligent machines. Look at all e-commerce stores – they’re the same for a reason: we don’t want to shock our customers. We want them to feel at home, even if they are a first time visitor.
AI-powered storefront automatically adapts to each user’s needs
If you think of e-commerce stores, they are all pretty standardized in terms of their structure: same home page, groups, checkout, menu, and navigation bar. And all for a reason: it’s the only way to create a completely new page that won’t waste its user. The basic law of UX design is that clever use of traditional UI elements will make your product easy to use – and that applies here.
In the time of responsive and customized digital interface experiences, it’s time for storefronts to rise to the plate and make the traditional e-commerce interface smart and responsive to fit every user’s needs and purpose in every moment they spend on your site.
Just as a physical store needs a sympathetic store assistant, e-commerce should offer this impressive level of service with the help of AI UX. A successful shopping experience isn’t just about finding products quickly; It’s about delivering the right user experience that fits the goal of the moment: drive but not be too urgent (and the level of ‘extreme urgency’ varies for each customer), knowing when to step back and let the customer do things themselves, offering a discount when it’s convenient or a complement to their choice, giving The customer needs the social proof because they determine that the individual needs it.
With AI, we should also know that the more visitors you process, the better you learn and the more effective it will be. This means that the more stores that are optimized using the same set of improvements, the better they serve their customers. This is the greatest competitive opportunity for stores like Amazon.