Artificial intelligence (AI) has been increasingly pervasive in everyday life for decades, but the launch of conversational robot ChatGPT marks a tipping point in that perception – Copyright AFP/File Camille LAFFONT
During June 2023, Google launched a new Generative AI feature. This is a “virtual fitting tool” that allows users to experience a face-to-face shopping experience while being online. This new feature marks the beginning of various updates to his Google Shopping tab on the search engine.
We use models with a variety of skin tones, body types, ethnicities, and hair textures, ranging in size from XXS to 4XL. This feature also allows shoppers to fine-tune what they’re looking for, such as a cheaper version of their favorite top or a dress with a different pattern in the same style.
The so-called virtual try-on leverages a new, pervasive-based model developed internally by Google that “makes everyday activities like shopping a little more useful (and fun), and changes our lives in ways big and small. intended to improve.
With the digitally-driven addition, US shoppers will be able to see items from various brands and models, including Anthropologie, Everlane, H&M and LOFT, and the feature will transform the online shopping experience. Other countries will soon have the same functionality.
Chris Raven, CEO of business growth agency Heur, and Emma Watkinson, CEO and founder of online fashion destination SilkFred, say e-commerce will have an impact.
Watkinson explains how they are using AI to benefit their businesses: Earlier this year, we launched a live shopping experience where users can view products on his one of our models and make purchases in real time. ”
Furthermore, she added: “We will also release AI tools to help users with customer support and finding the perfect outfit. I do not believe AI is a passing fad. must take advantage of these new technologies and use them to their advantage.”
Reflecting on the pros and cons of AI in e-commerce, Raven said: “Virtual try-on platforms are not a new phenomenon, but Amazon and Adobe have been working on these technologies for some time. Google’s new feature marks the beginning of their efforts.” Generative AI Leveraging it will help you advance your position in the e-commerce space. ”
According to Raven
Advantages of AI in e-commerce
fewer returns: Raven says: “Last year, we have seen a debate erupt about the negative impact of revenue on climate. This will not only help brands cut costs and save time, but it will also help the fashion industry’s negative impact on the climate.”
visibility “If I have a problem or question, I use Google. Many brands spend a ton of time on PR and marketing to improve their ranking(?) on Google. By doing so, users can find your branded items without having to visit a well-known site first before your site,” said Raven.
customer satisfaction. Here Raven says: “Online brands are often criticized for their lack of diversity in their model selection and invisible manipulation of clothing in photo shoots. Not only does it lead to bad reviews, but consumers often choose to go to the right store for peace of mind and shy away from online brands. will attract new customers who were previously wary of online shopping.”
Greater focus on productsThis led Raven to realize: “Many e-commerce brands are fine with savvy marketing, an easy-to-use website, and beautiful visuals to drive sales. You will benefit from the virtual try-on AI platform, as you will be able to see the difference immediately.”
Downsides of AI in e-commerce
User experience: Regarding the first drawback, Mr. Ravne thinks as follows. “Some brands have been using AI for some time, but for most customers it is a fairly new experience.
loss of physical stores: This leads Raven to think: “The demand for brick-and-mortar stores will decline as the world relies more on advances in technology and AI. It may decrease.”
more competitionRaven’s final point is: “Having more items in one place is an advantage for consumers, but smaller, more niche brands can lose loyal customers who can easily find cheaper, more affordable alternatives. Yes, brands should consider incorporating AI models into their strategy to stay ahead of their competitors.”
