Unlocking the power of AI in e-Commerce

By Suzanne Zimmerman

Unlocking the power of AI in e-Commerce

Across a wealth of industries – including retail, health, sport, and gaming – the use of artificial intelligence is progressing, leaving anyone following its developments eager to learn more about its application.

How is AI in e-commerce transforming business?

AI is a relatively new concept in e-Commerce, and as with all new technologies, the implications of every development and the legalities of its applications are yet to come to light. For these reasons, we’ve created the SGK AI Council, collating the knowledge and expertise of colleagues across our global business. United, we can better understand the use of AI to power brand e-Commerce strategies, all while staying morally and legally responsible.

As we head forward into an AI-powered future, here are the top 5 things to consider – about AI in e-Commerce:

1)    It’s a catalyst for creativity
AI fuels creativity, pushing the boundaries of innovation. It offers inspiration, research, and potential, and is usually served up following simple written prompts. Generative AI employs complex algorithms to analyze existing designs, consumer preferences, and market trends.

It also enables creative collaboration. Rather than spend time discussing what a design would look like, project teams can physically create it in real-time, enabling creatives to push design boundaries. This can lead to quicker approvals and amendments, enabling further up-stream photography and content production to improve speed to market.

2)    It packs a punch for copywriters
Engaging product descriptions, informative landing page content, and captivating social media captions are key components for attracting and retaining consumers.

ChatGPT, for example, is just one platform showcasing how powerful AI can be in this realm. Pay close attention, however, to the accuracy, tone, content, and emotion of any AI-assisted copy. AI supports skilled e-Commerce writers, valuable for generating ideas, iterating off copy templates, and optimizing for search and seasonality, but it should not be tasked with the creation of the end product alone.

3)   Lightening the load in content syndication
Content syndication – the process of distributing content across various platforms and channels – is a key component of any e-Commerce brand experience. AI automation tools can schedule and publish content across multiple platforms simultaneously. They can analyze and determine optimum posting times, scrutinize user interactions, provide invaluable data capture, and personalize the content an individual is served according to their interests and preferences.
Commercializing AI: what does the law say?

Currently, there is no clear voice on the legal issues presented by AI. We don’t yet have laws or rules clarifying who controls the trademark of what’s produced. Current legislation hinges on human authorship – but the introduction of AI poses the question of whether the author would be the creator, the AI itself, or the content that served as inspiration.

5)    AI cannot replace human creativity
AI does not create ‘new’ ideas or concepts as much as it merges what already exists. Without fresh creativity from designers, copywriters, photographers and other skilled professionals, a brand will never truly ‘own’ its product. AI may make humans more efficient and provide inspiration, but it doesn’t replace us.

From accelerating design conceptualization through generative AI to streamlining content syndication through automation, AI-driven advancements have the potential to propel e-Commerce brands toward greater efficiency and innovation.