Generative AI is rapidly becoming one of the most transformative innovations in the e-commerce sector, according to the findings of the 8th edition of a study on e-commerce innovation conducted by KPMG and Fevad. The study, which surveyed 118 French e-commerce executives, revealed that 97% of respondents consider generative AI as the most promising advancement for the industry, with 73% expressing optimism about the potential for AI to boost productivity.
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The study highlights the growing influence of generative AI, which is capable of creating text, images, video, audio, or even code. E-commerce companies in France are keen to adopt these technologies, with 71% planning to implement their first generative AI solution within the next two years. According to the survey, marketing and customer relations are identified as the areas with the greatest potential to benefit from generative AI, with 81% and 74% of executives, respectively, believing in its power to enhance these functions.
KPMG and Fevad delve into the transformative potential of generative AI, highlighting several key opportunities. Conversational chatbots powered by generative AI can act as virtual assistants, facilitating more efficient and intelligent customer interactions, which cater to the growing demand for transparency and speed in e-commerce. In the realm of social commerce, AI has the ability to analyse conversations on e-commerce platforms, uncovering trends and customer sentiment, thereby enabling brands to better understand consumer needs.
Generative AI also enhances personalised shopping experiences by leveraging data on customer preferences and behaviours to deliver more relevant product recommendations. In customer service, it streamlines operations, improving the speed and quality of interactions while fostering a more proactive approach to resolving issues.
Furthermore, major e-commerce players like Amazon and Alibaba are utilising generative AI for inventory and delivery management, applying these tools to tasks such as demand forecasting, optimizing delivery routes, and managing stock levels effectively.
However, the successful integration of generative AI into e-commerce operations requires significant investment in organisational processes, technological infrastructure, and employee training. François-Xavier Leroux, a partner at KPMG, stresses that these efforts are necessary to fully harness the capabilities of generative AI and meet the evolving demands of consumers.
In conclusion, Marc Lolivier from Fevad emphasises that in the competitive world of e-commerce, companies that do not leverage the productivity gains from generative AI risk falling behind. The key challenge now is not whether to adopt these technologies, but how to integrate them to maximise their benefits.
Source: www.meuble-info.fr