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Artificial intelligence is no longer something of the future or something from Hollywood movies. It's here, very much present, and is becoming one of the best allies for online businesses. If you own or manage an e-commerce site, AI can help you sell more , better understand your customers, make everything work more efficiently, and offer many other benefits.
But first… what is artificial intelligence?
Artificial intelligence (AI) is the ability of some machines or systems to simulate intelligent behavior . That is, to learn, reason, make decisions, or solve problems based on data, just like a person would... but much faster.
It is important to know that AI does not think like a human (nor does it replace one): rather, it simply analyzes large amounts of information, identifies patterns, and acts accordingly .
And how does AI applied to e-commerce work?
Imagine if your online store had an invisible team that watched your customers browse, remembered what they liked, detected when they were about to abandon their shopping cart, and improved every day with everything it learned: that's the power of AI.
Using machine learning algorithms, it analyzes user behavior, sales data, inventory, and even the competition, and automatically acts to improve results by, for example, recommending products, adjusting prices, sending emails, or even detecting fraud.
Now yes: what artificial intelligence can do for e-commerce
1. Personalization of the user experience in real time
One of the great benefits of AI is its ability to deliver personalized experiences. We're no longer just putting the user's name in the email header, but rather displaying products, promotions, and messages based on each customer's individual behavior .
For example, if a user has browsed the sneaker section without purchasing, AI can show them personalized recommendations on their next visit, launch a pop-up with a specific discount, or send them an automated email with similar products.
The benefit of this is more engagement , more time spent on the website and, above all, more conversions.
2. Customer service automation with intelligent chatbots
Virtual assistants are no longer cold and robotic. Thanks to conversational AI, new chatbots can maintain natural conversations, understand complex intentions, and learn from each interaction .
Thus, a chatbot can answer frequently asked questions about shipping or returns, but also recommend products based on the customer's preferences or even complete a purchase directly from the conversation.
This way, customer service is maintained 24 hours a day, manual tickets are reduced, and the user experience becomes more fluid .
3. Dynamic price and stock optimization
AI allows you to make business decisions based on real-time data. What does this mean? You can automatically adjust prices based on demand, consumer behavior, or competitor movements .
If your competitors lower the price of a specific product, your system can detect it and react with a limited supply to avoid losing market share. This way, you'll be more competitive and better manage your inventory.
4. More accurate and effective product recommendations
You're probably familiar with the classic "Other customers also bought..." approach. But AI adds another twist to this feature, analyzing thousands of variables in real time to recommend products that are truly relevant to each user.
For example, a customer purchasing a DSLR camera may receive suggestions for compatible lenses, tripods, or online courses based on their browsing history and behavior.
The benefit is clear, and that is that you will increase the average cart value and improve the conversion rate .
5. Improved segmentation in marketing campaigns
A good campaign starts with good segmentation. And AI makes it possible to go beyond the classic "men between 25 and 40 years old interested in sports." It's now possible to create audiences based on real behaviors, purchasing patterns, and high-intent microsegments .
To give an example, you can launch a campaign targeting only users who have visited a product listing more than X times but have not purchased, with a specific message and an irresistible offer.
Logically, thanks to this application of AI, your marketing campaigns will be more effective , which means you'll have better ROAS and lower CPA.
6. Predictive analysis to anticipate trends
Artificial intelligence analyzes what has happened, yes, but it also predicts what will happen next. This is important when making strategic decisions, such as which products to reinforce, when to launch a promotion, which channels to focus on, and so on.
This means you'll have greater anticipation capabilities, for example, if an AI tells you that a certain product could boost your sales in the coming weeks based on the behavior of users who have visited your e-commerce site.
7. Fraud detection and security improvement
While the best e-commerce platforms are generally secure, AI also plays its part in this task, which is so valuable for your business and for your customers.
For example, it can identify suspicious patterns in real time , such as access from unusual locations or bot behavior, to block the transaction or even request additional verification.
8. Continuous optimization of CRO and UX
Artificial intelligence automatically analyzes how users interact with your website : where they click, where they pause, what elements they ignore... and gives you clear recommendations to improve the experience.
An AI system can detect that many users abandon their cart at a specific step of the checkout process and suggest simplifying that process or testing a variant with A/B testing, for example.
Thanks to this, you'll have more conversions without having to increase traffic , but simply by making your website work better.
9. Automated content creation
Artificial intelligence, specifically generative AI , is an excellent tool for producing content much faster than a human (or their translations) could . From product descriptions to sales pages to emails, the important thing is to do it without losing your brand tone or consistency.
It will also be of great help to you, for example, when writing a post about what AI can do for an e-commerce site, although our advice is to always have a real person behind it to do a review. 🙂
Ultimately, the benefit of producing automated content is time savings, cost reduction, and improved SEO (as long as a SEO expert makes the necessary adjustments).
Apply artificial intelligence… with human intelligence
As you can see, AI can do wonders for your business and, ultimately, increase your sales. But you have to know how to apply it well so as not to waste all the potential it offers.
That's why, at Maktagg , as a marketing agency , we help you automate your online store and campaigns with artificial intelligence to get the most out of them.
Your competitors are probably already doing this: contact us and don't be left behind in the new era of e-commerce .
