By understanding and anticipating customer behavior through sorting and categorization, artificial intelligence opens the way to increased personalization in the context of e-commerce activities. By using your site's sales history and traffic, for example, it is possible to create machine learning models to compare the behavior of internet users according to different scenarios (whether to push recommendations or not). This allows for the automatic identification of underlying behavioral patterns, for example, seeing an increase in revenue generated from a group to which a specific recommendation was pushed as well as being able to predict the likelihood of a user deciding whether to purchase a product or not. Salesforce Commerce Cloud now offers a "Product Recommendations" feature, which pushes the best offer for users based on their browsing behavior. "Predictive Sort" which has been available since July, uses machine learning to personalize the order in which products appear in search results. A predictive model is created for each buyer based on their purchase history and navigation behavior. These actions are automated by artificial intelligence, which frees up time for online retailers to do other tasks.
"Upstream work on the quality and relevance of data is necessary for systems to function properly. You can’t afford to be complacent or lax at this level. The technology must be based on reliable information. This is all the more true as artificial intelligence must be used to free up time for other tasks with higher added value. We build this richness and innovation hand in hand with OSF, an integrator that provides us with its expertise and mastery of this industry. This partnership allows us to focus on the development of the platform while deploying for our common customers rapidly and within budget."
"At OSF, we support e-retailers in the implementation of artificial intelligence solutions in a particular business context, in the analysis of resources, and in the preparation of corrective actions. Some results have already been obtained using artificial intelligence. The different recommendation options available on Commerce Cloud save up to 5% on conversion (source: Commerce Cloud). Ultimately, artificial intelligence will become a natural part of the application processes of a company, just like payment services for example."