Brands can use AI to offer personalised recommendations at a massive scale

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 11, 2019, 10:09 AM UTC

Product recommendations makeup 26% of revenue and increase average order value by 10%.

This piece recommends companies should leverage artificial intelligence to show personalised product recommendations to each shopper whenever they visit the brand’s website. Based on the shoppers’ browsing history, AI can use predictive product recommendations to suggest highly relevant products to boost conversions.

This technology can automatically include related keywords that are not present in the website’s search dictionary. For instance, “If a shopper types ‘blue dress’, AI also suggests ‘navy’ and aquamarine’ dresses.”

The author suggests brands can implement AI in all their services to re-engage abandon site visitors automatically. Shoppers are more prone to abandon search or carts during the busy holiday season. But pre-build templates for retargeting ads and personalised reminder emails can enable AI to engage with old visitors and complete the transaction.  

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