IdeasOctober 12, 2024

Amazon Personalises Experience with Gen AI

Featured in PYMNTS

Chris Pearce, Managing Director at Greenpark Digital

Written byChris PearceEMEA | Managing Director EMEA

Chris is a distinguished digital transformation and customer engagement agency leader. Chris previously headed up MRM Worldwide (UK) Ltd, part of McCann Worldgroup, and TMW Unlimited, winning Campaign’s ‘Customer Engagement Agency of The Year Award’ twice, and worked on JP Morgan, Sage, Imperial College London and British Cycling. Chris sits on the DMA’s Customer Engagement Committee and is part of the AI task force.

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This month Amazon implemented new generative artificial intelligence (GenAI) technology in an attempt to improve product research and personalise shopping recommendations on its eCommerce platform, joining a growing trend of AI adoption in online retail.

Amazon’s AI integration will likely have significant impacts on consumer behaviour according to Greenpark’s Managing Director EMEA Chris Pearce.

“The enhanced GenAI product listings will mean consumers see richer, more detailed product detail pages more quickly than before,” Pearce told PYMNTS. “Hyper-personalised recommendations and product descriptions” surfaced throughout the shopping journey and could positively influence shopping behaviour.

But amidst consumers increasingly turning to social commerce platforms like TikTok shop and Instagram Shopping, Amazon’s dominance may be weakening, irrespective of GenAI features.

Continue reading at PYMNTS.

📸 khaled damlakhi | pexels

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