How is artificial intelligence expected to impact online shopping in 2024?

By Adriana Campos.

What do you expect when you make an online purchase? Intuitive and easy to use platform, secure payment and good product visualization. If you need help answering a question or solving a problem, the response needs to be quick and complete. After all, online purchasing is motivated above all by convenience and agility.

According to a study by PagSeguro, in Brazil alone, 275 billion US dollars were transferred to the sector in 2023. Forecasts for the future continue to be quite positive. The same study points to a turnover of US$ 435 billion in Brazil by 2026. New technologies will further increase sales next year with artificial intelligence (AI) facilitating access and consumption through increasingly personalized experiences.

To achieve this, intelligent data management is important not only in the purchasing experience, but also in sales: what should be offered based on stock numbers? Through predictive analysis, product recommendations must become increasingly precise, while AI must fine-tune the assessment of duplication, seasonality of consumption, and profiles for recommendations.

In the context of omnichannel, we are talking about integration between all touchpoints with the customer, something that can greatly benefit from artificial intelligence. It’s kind of Technology that can follow the consumer’s journey wherever they go, whether online or in the physical environment. In this way, it is possible to synchronize communication and experience, making it unique and consistent across all channels.

Mobile devices continue their rise. According to data from the Brazilian Association of Electronic Commerce (ABComm), more than half of online purchases are made via smartphones. Users need good navigation ability and interactivity when using their mobile phones to shop on the website, in the app or on social networks. Artificial intelligence can also be applied to automatically improve these technical issues and optimize the entire process.

Another direction AI needs to go is the development of personal purchasing assistants, which is part of the interest in mobile. Chatbots are already widely used, but they can now play a more active role in public relations; for example, they can give advice or teach you how to use a service.

Interactivity must gradually increase, enabling AI to respond not only to problems or doubts, but also as an advisor or even a shopping companion.As always, this year will be a year when companies try to offer their consumers a more personal and perfect shopping experience.

The difference now is that AI tools are increasingly accessible and companies have more of these capabilities than ever before. It will be a year in which great progress is made in the digital transformation of companies.

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Adriana Campos graduated from ESPM with a degree in Advertising with a concentration in Marketing and Big Data and Creativity and Leadership from Stanford University; She is the founder and CEO of Adtail, one of Brazil’s main full-service digital performance marketing agencies.