AI and AR are set to transform and enhance the shopper experience over the next ten years in ways that are currently hard to imagine. With customer experience a key strategic priority for businesses in 2018, both retailers and brands must grasp a good understanding of AI and AR’s potential uses in order to pave the way for future success.
The growth in AI and AR developer tools and services are making them more usable and accessible. Retailers and brands are putting them to the test, delivering customer experiences across all touchpoints of the shopper journey. Over the next decade AI will help marketers create real-time, highly personalised and more dynamic experiences, whilst also enabling them to utilise new interfaces like voice technology. We’re already starting to see chatbots providing customer service support or fashion recommendations based on user-generated and uploaded images. Using smartphones, AR enables retailers and brands to create retail experiences that can live beyond the store. Already, users can place furniture in-situ or view enhanced product information on the go.
While the potential applications of AI and AR are exciting to explore, retailers and marketers need to be wary of focusing on the technology at the expense of making experiences customer centric. Both retailers and brands should always focus on the specific customer problem they’re trying to solve and then explore what the best way to do so is – whether AI and AR are of relevance or not. They also need to ensure any application of AI or AR is part of a consistent, joined up customer experience, which requires a cross team collaborative approach and careful management.
Full article published in Retail Insight Network