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In recent years, we have seen the emergence of numerous virtual personal assistants developed by major companies: Google with Google Home, Apple with Siri, Amazon with Alexa, and Microsoft with Cortana.<\/p>\n
These assistants now accompany us everywhere and have even made their way into our homes.<\/p>\n
The American company Gartner estimates that by 2019, 20% of interactions with smartphones will take place through a virtual personal assistant.<\/p>\n
But what about e-commerce businesses? How can they use artificial intelligence to improve their e-commerce websites?<\/p>\n
Artificial intelligence is, first and foremost, an intelligent machine that, thanks to numerous computer programs, is capable of simulating certain aspects of human intelligence, such as reasoning or learning. The aim of these artificial intelligence systems is to create interactions and respond to users\u2019 requests.<\/p>\n
Artificial intelligence has evolved in recent years and is mainly found in the form of voice or personal assistants. These intelligent systems are available on our smartphones, tablets and computers, and communicate using increasingly realistic voices.<\/p>\n
The more we interact with them, the more they learn. This is known as machine learning. It is an automated learning process through which they adapt to our habits and the way we search for information. We make them intelligent!<\/p>\n
The artificial intelligence trend continues to grow, and many companies, particularly those operating e-commerce websites, are increasingly using these intelligent tools to assist users and help them convert.<\/p>\n
These digital assistants, which know our interests and habits and become more effective over time, are now capable of assisting us in many areas, including e-commerce, thanks to the data they collect about their users.<\/p>\n
Today, on e-commerce websites, these intelligent systems are most commonly found in the form of chatbots, a tool that has become almost essential. However, other tools also exist, such as intelligent search engines, personal assistants and creation assistants.<\/p>\n
A chatbot is software programmed to simulate a conversation using natural language. Today, according to Bonial (https:\/\/www.bonial.fr\/), 60% of French people say they are interested in virtual assistants developed by brands, companies or retailers directly on their websites.<\/p>\n
28% say they would primarily like to have access to customer service, 21% would like to receive promotional offers, and 16% would like to be informed about the brand\u2019s various points of sale.<\/p>\n
Some major companies such as Asos, Amazon and The North Face are now investing in intelligent search engines and cross-selling solutions.<\/p>\n
Thanks to the various data collected, they can offer products that are fully personalized and tailored to the user.<\/p>\n
Click and Collect and anticipatory delivery also rely on intelligent algorithms that make delivery easier and optimize the user\u2019s time.<\/p>\n
On April 14, 2018, e-commerce giant Amazon launches its new personal assistant Alexa in France. Like Google Home, it will be able to interact with all connected devices in the home, but above all with its users.<\/p>\n
It will also launch the Echo Look, which can be controlled by voice. Thanks to a camera, it will be able to photograph and film users\u2019 outfits and share the latest fashion trends with them.<\/p>\n
Users will therefore be able to order clothes directly through the personal assistant, while Amazon will be able to collect an impressive amount of information for strategic purposes (behavioral targeting, predictive or intent models, etc.).<\/p>\n
For the time being, Google says that Google Home will not display advertising. However, it is highly likely that technology giants will test the commercial effectiveness of their approaches. The question is whether users will accept them.<\/p>\n
Unlike a search engine, it is much more complicated to present sponsored results through voice.<\/p>\n
Some companies, such as Sephora, are already collaborating with Google Home. The cosmetics brand offers users personalized voice assistance. It can book beauty appointments at the store of their choice at any time of the day. It also presents the brand\u2019s new product ranges through beauty advice from well-known bloggers. An excellent way to boost sales and increase visibility!<\/p>\n
E-commerce websites must now adapt to new user behaviors and compete with e-commerce giants such as Amazon and Ebay, which continue to expand.<\/p>\n
E-commerce mechanisms can be extensively optimized, and artificial intelligence has become a valuable ally for e-commerce businesses. The data collected makes it possible not only to analyze user behavior, but above all to track their purchasing journeys and searches on an e-commerce website.<\/p>\n","protected":false},"excerpt":{"rendered":"
Depuis quelques ann\u00e9es, on a vu appara\u00eetre de nombreux assistants personnels virtuels, d\u00e9velopp\u00e9s par de nombreuses grandes entreprises: Google avec la Google Home, Apple avec Siri, Amazon avec Alexa, ou encore Microsoft avec Cortana. Ces assistants nous accompagnent d\u00e9sormais partout et int\u00e8grent m\u00eame nos maisons. L\u2019entreprise am\u00e9ricaine Gartner estime d\u2019ailleurs que d\u2019ici 2019, 20% des [\u2026]<\/p>\n","protected":false},"author":2,"featured_media":2475,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[48],"tags":[72],"class_list":["post-2474","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-article","tag-prospective"],"acf":[],"yoast_head":"\n