{"id":3237,"date":"2023-07-12T18:07:09","date_gmt":"2023-07-12T18:07:09","guid":{"rendered":"https:\/\/solutionsreview.com\/marketing-automation\/?p=3237"},"modified":"2023-08-18T21:01:38","modified_gmt":"2023-08-18T21:01:38","slug":"big-tech-companies-are-heavily-investing-in-ai-what-can-retailers-do-to-keep-up","status":"publish","type":"post","link":"https:\/\/solutionsreview.com\/marketing-automation\/big-tech-companies-are-heavily-investing-in-ai-what-can-retailers-do-to-keep-up\/","title":{"rendered":"Big Tech Companies Are Heavily Investing in AI: What Can Retailers Do to Keep Up?"},"content":{"rendered":"

\"Big<\/p>\n

As part of Solutions Review\u2019s\u00a0Contributed Content Series<\/a>\u2014a collection of articles written by industry thought leaders in maturing software categories\u2014<\/span><\/span>Sajid Mohamedy<\/span><\/span>, EVP of Growth and Delivery at <\/span><\/span>Nisum<\/span><\/span><\/a>, delves into the ways retailers can use artificial intelligence (AI) to keep up with big tech companies.<\/strong><\/em><\/p>\n

Amazon appears to be joining the AI race with a recent announcement stating they had developed a 10-week program catering to generative AI startups worldwide. This comes from the mounting pressure that numerous big tech companies are experiencing to elucidate their strategies for leveraging the swiftly progressing AI product market.<\/span>\u00a0<\/span><\/p>\n

Founders of these startups participating in Amazon’s program will gain valuable access to AI models, tools, and optimization for their machine learning stack. Additionally, they can expect to receive personalized guidance on go-to-market strategies. Following the public launch of ChatGPT in late November, big tech industry giants such as Google, Facebook, and Microsoft have also enthusiastically proclaimed their increasing emphasis on generative AI technology. <\/span>\u00a0<\/span><\/p>\n

Retailers worth their salt will note that AI has the potential to enhance the effectiveness and performance of sales operations by automating numerous repetitive tasks, enabling sales teams to allocate more time to interact with customers and potential buyers. This has a two-pronged effect\u2014increasing customer engagement and reducing the cost of service. By leveraging AI coupled with organization-specific data and contextual information, businesses can obtain consumer insights at a much more detailed level. <\/span>\u00a0<\/span><\/p>\n

Given that <\/span>90 percent of commercial leaders are expected to utilize generative AI solutions<\/span><\/a> regularly over the next two years. Let’s dive into how retailers can use the blueprint of Amazon\u2014and other big tech players\u2014to improve customer experience and unlock all kinds of other benefits.<\/span>\u00a0<\/span><\/p>\n

Real-Life Examples of How Retailers Can Utilize Generative AI\u00a0<\/strong><\/h3>\n

Senior thought leaders in the retail industry have highlighted the potential of generative AI in enhancing product descriptions. The recent introduction of <\/span>an AI tool by Shopify aims to assist vendors and merchants<\/span><\/a> in improving their product descriptions. Retailers possessing extensive proprietary data enjoy a significant competitive edge over their counterparts. Consequently, this could motivate retailers to acquire additional first-party or zero-party data. The larger and higher quality data sets provide an expanded scope for creative endeavors.<\/span>\u00a0<\/span><\/p>\n

The application of generative AI in product recommendation is another possible area for retailers to engage in. Although retailers have yet to embrace generative AI for this purpose, many industries have already started experimenting with its recommendation capabilities. For example, Expedia has revealed its <\/span>beta testing of ChatGPT within its mobile app<\/span><\/a>, aiming to provide personalized travel recommendations and planning assistance to users.<\/span>\u00a0<\/span><\/p>\n

These are just a couple of current use cases, but experts anticipate the emergence of additional use cases for retailers regarding generative AI. Despite the challenging venture capital environment, funding for startups driving the growth of generative AI and other AI tools remains robust. VCs have steadily renewed their interest in generative AI, from <\/span>$408 million in 2018 to a whopping $4.5 billion last year<\/span><\/a>.<\/span>\u00a0<\/span><\/p>\n

Factors to Bear in Mind for Success\u00a0<\/strong><\/h3>\n

By now, it is clear that retailers should prioritize and implement advanced sales technologies<\/a>, establish hybrid teams, and embrace hyper-personalization. However, there are some key strategies to consider when implementing generative AI into operations. Maximizing the utilization of e-commerce platforms and third-party marketplaces through analytics and AI can significantly benefit. Based on successful companies’ practices, the following recommendations can be made:<\/span>\u00a0<\/span><\/p>\n