According to marketers, AI and retail should go hand in hand. According to a survey by Cooler Screens, 53% of marketers believe that artificial intelligence will “significantly improve” the way consumers are exposed to ads and products. The advertisers surveyed believe that targeting and delivery of relevant content will only get better.
It’s not about transforming an entire industry, but 37% of respondents see AI as an opportunity to improve certain aspects of retail. Change is underway since today 9% of professionals believe that traditional methods will remain in place, with slow adoption of AI.
Currently, only 1% of marketers seem hesitant about the impact of AI on e-commerce. The vast majority say they are ready to take action to optimize the entire customer journey, right down to the last stages, whether online or in store. Advertisers see many advantages, without cutting themselves off from human work.
Overall, the reviews are rather optimistic. For 45% of professionals surveyed, AI will be useful, but human analysis will remain essential. And, 44% believe AI will be essential in real-time data analysis.
Ultimately, it is the ability to personalize ads that interests professionals. Here too, marketers seem quite confident:
- 52% predict that artificial intelligence will enable highly personalized shopping experiences; It remains to be seen what form these will take.
- 34% expect current personalization to improve.
- Only 11% believe that personalization through AI is overrated.
With the end of third-party cookies, many advertisers are hoping that artificial intelligence will take over. But there is work to be done! More than half of respondents (54%) rely on AI to integrate online and offline customer data. 29% are more nuanced; they recognize the usefulness of AI, but do not consider it essential. Finally, 15% have fears about data confidentiality and 2% say they are indifferent.