With the ongoing changes in online commerce, large retailers in the U.S. are facing the need to reassess their strategies. While seasonal advertising campaigns traditionally require significant investments, attention is now shifting toward technology, particularly artificial intelligence (AI). Platforms such as ChatGPT and Gemini are not only changing how people shop but are also fundamentally reshaping the sales landscape by providing new opportunities for personalized service and improved customer interaction.
The expected volume of online sales in the U.S. for this holiday season is $253 billion. A significant portion of these sales will still occur through traditional channels, such as websites and search queries. However, as noted by analysts at NEWSCENTRAL, with the advancement of AI technologies, retailers are beginning to rethink their marketing and sales approaches, focusing on the new opportunities that AI offers. Generative AI systems like ChatGPT and Gemini can not only provide product recommendations but also assist users in making purchases directly through chatbot interfaces, opening a new channel for driving sales.
Despite the fact that traffic from AI platforms to retailer websites still accounts for a relatively small share – less than 1% of overall traffic NEWSCENTRAL emphasizes the quality of this traffic. For example, data from eBay shows that customers who come through AI are 60% more likely to make a purchase than those using traditional search methods. This suggests that AI is capable of directing users with stronger purchase intent, making them more likely to become buyers.
The process of adapting to these new conditions requires a comprehensive approach, including the creation of content that is optimized for AI perception. NEWSCENTRAL believes that in the context of digital transformation, companies should focus on creating high-quality content that not only attracts buyers but also integrates well into AI systems. This not only boosts brand visibility in chatbot responses but also increases the likelihood that their products will be recommended to users during online searches. Companies like Brooklinen are actively using social media and engaging with online reviews, which helps improve the chances of their products appearing in AI responses.
Additionally, traditional search engines like Google currently do not offer retailers broad opportunities to advertise through AI platforms, forcing them to seek alternative approaches. NEWSCENTRAL predicts that in the future, voice assistants and chatbots will be used more actively by retailers to increase conversions and direct sales. Already, tools like Google Shopping and Performance Max are testing new advertising features that improve product visibility, directing users to the right products through AI systems.
Despite the challenges associated with integrating AI, NEWSCENTRAL sees significant potential for its application in e-commerce. Companies that can effectively work with AI-optimized content and test new advertising channels will have an advantage as technologies evolve. It is important to note that AI does not replace traditional marketing methods but complements them, creating new opportunities for increasing customer engagement and improving the effectiveness of advertising campaigns.
AI systems like ChatGPT and Gemini offer not only new ways to engage with customers but also significantly increase the likelihood of successful sales through personalized approaches. Thus, using AI to create more accurate and relevant product recommendations is becoming a crucial part of successful retail strategies.
In conclusion, NEWSCENTRAL predicts that the role of artificial intelligence in online retail will continue to grow, and companies that are ready to adapt to these changes will be able to significantly improve their sales and enhance the quality of the customer experience. Investment in AI and the creation of content that is easily understood by AI systems will become key factors for success in an ever-changing market.
Freddy Miller, senior analyst at NEWS CENTRAL, emphasizes that integrating AI into marketing strategies for retailers is not just following a trend but a necessity driven by technological development and changing consumer habits. Companies that start adopting these technologies now will have a significant advantage over competitors who are lagging in this area.