5 Critical Steps Brands Must Take to Compete Against AI in Retail

As you may have read in my previous blog post, generative AI technology is continuing to evolve and big brands like Walmart and Amazon on jumping on board in a big way. They are set to redefine the norms of online shopping and customer engagement; a change we haven’t seen in decades. In the near-term, brands must move quickly to embrace generative AI in three critical areas that influence consumer perception and affect sales:

Adapt to AI-Driven Search Algorithms: Brands must evolve their strategies to align with AI-driven search capabilities that go beyond traditional SEO techniques.

Compete with AI-Enhanced Listings: As more sellers use AI to generate appealing product images and descriptions, standing out in the crowd becomes more challenging.

Meet Elevated Customer Service Expectations: The bar for customer interactions has been raised, requiring brands to provide swift and effective responses to inquiries and support requests.

Responding To The Challenge:

While being aware of the challenges is a great start, here are the top five actions brands should consider taking now, in order to adapt and thrive to these revolutionary changes:

1. Enhance AI-Driven SEO Strategies

Traditional SEO techniques might not suffice in an AI-driven environment. Brands should invest in understanding and leveraging AI-powered search engine algorithms. This involves optimizing content not just for keywords but also for contextual relevance and user intent. Brands should focus on creating content that aligns with these AI-driven interpretations to improve visibility on platforms like Amazon and Walmart.

2. Create Unique and Authentic Content

To stand out among AI-enhanced listings, brands need to infuse authenticity and uniqueness into their product images and descriptions. While AI can generate appealing content, adding a human touch to personalize and align these elements with the brand’s voice and ethos is crucial. Custom photography, unique product stories, and engaging descriptions that reflect the brand’s personality can differentiate listings in an AI-saturated market.

3. Implement AI-Powered Customer Service Solutions

To meet elevated customer service expectations, brands should adopt AI-powered tools such as chatbots and virtual assistants. These solutions can provide immediate responses to customer inquiries, enhancing the overall customer experience. However, it’s essential to maintain a balance between automated and human interactions, ensuring that more complex customer service issues are handled empathetically and effectively by human representatives.

4. Leverage Data Analytics for Personalization

AI enables brands to analyze large sets of customer data, providing insights that can be used for hyper-personalized marketing and product recommendations. Brands should utilize AI-driven data analytics to understand customer preferences, behaviors, and purchasing patterns, allowing for more targeted and relevant marketing efforts. Personalization not only improves customer experience but also increases the effectiveness of marketing campaigns.

5. Invest in AI and Machine Learning Skills Development

As AI becomes more integral to marketing and e-commerce, brands need to invest in training and upskilling their teams. Understanding and effectively using AI and machine learning tools will be crucial for marketers, content creators, and customer service teams. Regular training sessions, workshops, and collaboration with AI experts can help teams stay updated with the latest AI trends and applications in e-commerce.

AI-driven changes will only accelerate in the years ahead and it’s imperative for brands to swiftly adapt. This is not just about keeping pace; it’s about setting the pace. By adopting these strategies now, brands can ensure they not only meet but exceed the evolving expectations of their customers, gaining a pivotal edge in a competitive and fast-changing marketplace.