The e-commerce landscape is evolving rapidly, with global markets projected to reach $6.3 trillion by 2023. In addition, mobile commerce (m-commerce) sales are expected to reach $2.2 trillion. This rapid growth will attract more players to the industry and exacerbate the competition. Fierce competition means that marketers need to innovate ways to get ahead of their rivals, and AI can be a valuable tool in this regard in the hands of people who know how to take advantage of it.
According to a recent survey, 61.4% of marketers have already integrated AI into their marketing activities, with 44.4% using AI for content creation. Interestingly, 19.2% of marketers allocate over 40% of their marketing budgets solely to AI-focused campaigns. The AI marketing industry is anticipated to reach $107.5 billion by 2028.
In an emerging industry, utilizing artificial intelligence to get ahead of the competition fast and early seems intriguing, but it’s not without challenges. Mobile marketing analytics platform Adjust provides insight into using artificial intelligence in e-commerce marketing and diving into details of its challenges along with six efficient ways to utilize it.
Overview of AI technologies
Before delving into the benefits, challenges, and potential uses of AI for e-commerce marketing campaigns, let’s take a brief look at the different AI technology types currently in use:
Natural language processing (NLP): This technology lets computers interpret and generate human language naturally.
Machine learning (ML): ML allows computers to learn from data and make predictions or decisions without explicit programming.
Computer vision (CV): In this field, AI enables computers to interpret information from images and videos.
Data mining: This process involves discovering and extracting valuable insights from data, informing AI algorithms and systems, and revealing hidden patterns and insights that might go unnoticed.
Advantages of integrating AI in e-commerce marketing workflows
Enhanced personalization
According to McKinsey, personalized interactions are now not just a nice-to-have but an expectation for 71% of consumers, with 76% becoming disappointed when brands don’t personalize their interactions. AI can tailor content to each unique user by analyzing vast amounts of data from purchase histories and customer interactions, helping determine precisely what customers want. This allows for timely, resonant messaging throughout the consumer lifecycle, identifies at-risk customers, and re-engages them, ultimately boosting sales and fostering user loyalty.
Automated workflows
AI helps streamline and improve the online shopping experience by automating repetitive tasks, making it more efficient and enjoyable for customers. AI can automate processes such as product recommendations, loyalty discounts, and low-level support, reducing labor costs and increasing operational efficiency. Additionally, by automating tasks such as email outreach, order fulfillment, customer service, and payment processing, AI can save time for innovation and growth.
Challenges in adopting AI in e-commerce marketing campaigns
Data privacy risks
AI algorithms used for personalized recommendations and predictions rely on data, raising concerns about data privacy and protection. AI also introduces an additional security risk due to potential unwanted data leaks and breaches, posing challenges for companies aiming to safeguard proprietary intellectual property. The best approach to ensure compliance with all privacy standards is to work with businesses and tools that prioritize transparency and compliance.
High initial costs
Traditional AI implementation demands substantial investments in infrastructure, specialized expertise, and ongoing maintenance. Despite its benefits, the high upfront costs and uncertain return on investment can be daunting for some. Over the years, the cost of AI implementation has decreased, making it more accessible and easier for businesses of all sizes to adopt.
Six ways AI can transform e-commerce marketing campaigns
Effortlessly create user segments
AI algorithms can analyze real-time customer data, including browsing history, demographics, purchase history, social media activity, and search queries, to identify patterns and perform behavioral segmentation, optimizing interaction strategies.
Generate targeted content
Advanced algorithms can analyze user language preferences, create unique text that resonates with the target audience, and assist in keyword research, helping businesses reach a broader audience.
Enhance product discovery
AI-driven personalized product recommendations can significantly improve the shopping experience. By considering factors like browsing history, page views, and abandoned cart items, AI can guide users toward products they are more likely to purchase.
Improve user experience with voice and visual search
AI-powered voice search optimization simplifies purchasing for customers who prefer voice commands. Furthermore, integrated with platforms like Google Lens and Bing Visual Search, visual search capabilities enhance user engagement and make shopping more appealing.
Utilize AI chatbots
AI-powered chatbots offer personalized responses beyond typical Frequently Asked Questions (FAQs), boosting user interactions. These chatbots provide 24/7 support and efficiently resolve common issues while analyzing customer feedback and providing valuable insights.
Expand your reach with translation technology
AI technology has revolutionized the translation industry, enabling businesses to expand their marketing efforts globally by providing high-quality translations, localization, and context preservation. AI can also identify unnatural language and adapt to maintain tone and context.
Don’t hesitate to get help for taking your marketing strategy to the next level with AI
AI is ubiquitous and has become an integral part of our daily lives, particularly for online marketers. While integrating AI into marketing strategies presents particular challenges, the benefits far outweigh the initial effort. Advertisers and growth marketers can focus on broader objectives by saving valuable time. Adjust offers its technology and AI data analytics technologies expertise to e-commerce marketers to get ahead of the competition. It even provides a taste of its technologies on the official Adjust website.
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