Artificial intelligence (AI) is transforming the shopping experience, offering personalized recommendations that enhance how consumers find and purchase products. During a discussion at the ADWEEK House in Las Vegas, experts emphasized the need for retailers and brands to align AI strategies with consumer motivations. As AI takes on more roles in the buying process, it’s crucial to maintain a human touch in Marketing. Experts underscored the importance of creating emotionally resonant content and adjusting performance tracking methods to account for AI’s influence. Ultimately, AI’s ability to save time for shoppers is set to revolutionize the retail landscape, enabling brands to adapt and thrive in an evolving marketplace.
This post was created in partnership with Kantar
Key Takeaways
– AI is transforming how we shop.
– Retailers must align AI suggestions with what consumers want.
– Brands use AI to monitor their performance effectively.
AI personal shoppers are revolutionizing the shopping experience by changing how consumers find, evaluate, and purchase products. These smart agents simplify daily shopping and provide personalized recommendations, significantly reshaping retail interactions.
During a recent ADWEEK House Las Vegas Group Chat, industry experts, in collaboration with Kantar, discussed the impact of AI on various aspects of Marketing, such as affiliate Marketing and content strategy. They explored how AI technology could redefine customer interactions and empower brands to be better prepared.
Marketing to Machines—and People
J. Walker Smith, chief knowledge officer at Kantar, highlighted a significant shift in retail dynamics from brand-centric to experience-driven approaches. This evolution creates opportunities for AI to become not just a recommendation tool but a powerful influencer in consumer buying behavior.
Neha Singh, chief innovation officer at Infinite Reality, emphasized AI’s ability to cut through the clutter. She suggested that AI is now taking a more active role in shopping, raising questions about how brands can optimize content for these algorithms.
Content, Context, and Personalization
Rachel Whitt, a senior manager at Deloitte Digital, stressed the need for AI recommendations to be rooted in human emotions and values. Content must resonate emotionally with consumers, moving beyond mere data segmentation.
Stephanie Mellman from Medialink noted that in the push for AI efficiency, the magic of spontaneous shopping could be lost. However, Jeremy Coen from Kantar remained optimistic, suggesting that once consumers recognize how well AI works for them, they may be more open to new experiences.
The Human Layer Isn’t Going Away
As algorithms become more proficient in shaping customer journeys, the principles of personalization remain crucial. The connection between context and intent still drives engagement. Lee LeFeuvre from SMG explained that while AI is crucial, there’s still a strong need for human insight in the shopping experience.
Rethinking Affiliate and Attribution
AI’s influence extends to how brands track performance and measure Marketing efforts. Karim Dagher, founder of Wellblūm, pointed out how AI improves tracking precision within affiliate networks. Adjusting attribution models to consider AI’s role will be vital moving forward.
The Real Value is Saving Time
Across different contexts—be it affiliate Marketing, in-store shopping, or content generation—the essential benefit of AI personal shoppers lies in time-saving. As J. Walker Smith remarked, providing consumers with more time or enhancing their shopping experiences is invaluable.
Featured Conversation Leaders
– J. Walker Smith, Chief Knowledge Officer, Kantar
– Jeremy Coen, Client Partner, Kantar
– Karim Dagher, Founder, Wellblūm
– Lee LeFeuvre, Chief Commercial Officer, SMG
– Stephanie Mellman, Principal, Medialink
– Jenny Rooney, Chief Brand and Community Officer, ADWEEK
– Neha Singh, Chief Innovation Officer, Infinite Reality
– Rachel Whitt, Senior Manager, Content and Retail GenAI Leader, Deloitte Digital
With the rapid evolution of AI in retail, both brands and consumers must adapt to harness the technology’s full potential, focusing on creating meaningful connections that enhance shopping experiences.
What is an AI personal shopper?
An AI personal shopper is a computer program that helps you shop online. It uses technology to understand your preferences and recommend products you might like, making shopping easier and faster.
How does an AI personal shopper know what I like?
AI personal shoppers learn from your past shopping behavior, reviews, and the products you browse. They analyze this data to suggest items that fit your taste and needs.
Can I trust an AI personal shopper to find good products?
Yes, AI personal shoppers use algorithms and tons of data to provide personalized recommendations. However, it’s always a good idea to double-check the suggestions before buying.
Are AI personal shoppers free to use?
Many AI personal shoppers are free as part of shopping apps or websites. Some might offer premium features for a fee, but basic personalization usually comes at no cost.
How do I get started with an AI personal shopper?
To start, choose a shopping app or website that offers an AI personal shopper feature. Create an account, fill in your preferences, and let the AI help you find products tailored to your style.