The Power of AI Personalisation for Ecommerce

AI is revolutionising online shopping by transforming every facet of the consumer experience, driving higher engagement and satisfaction. Through advanced personalisation, AI tailors each interaction, whether it's refining search results with pinpoint accuracy based on individual preferences and context, or offering product recommendations that resonate deeply with users' past behaviours.  

‘By integrating AI with our on site chat bot we are able to enhance the responses offered to the consumer with real time information or predict which questions will be asked based on the users prior onsite behaviour.’ Lawrence Tickner - International Ecommerce Leader

AI also ensures exceptional post-purchase support with intelligent chatbots and virtual assistants that provide instant, personalised help. From tracking orders to managing returns and answering queries, AI delivers timely and relevant assistance, reinforcing customer satisfaction and fostering long-term loyalty. By making online shopping more intuitive, engaging, and responsive, AI is not just meeting but exceeding consumer expectations. 

This means that retailers can deliver highly relevant product recommendations, targeted advertisements, and customised promotions, all tailored to resonate with each unique consumer.  

AI is doing an incredible job at ensuring that the right customer is matched with the right product at the right time. By leveraging vast processing power, AI can analyse numerous data points to identify products that are most likely to suit a consumer’s needs. Tom Armenante - Ecommerce Director& Co-Founder GTSE

AI-powered chatbots offer real-time, tailored support, guiding shoppers with personalised recommendations and instant solutions to their queries, making the shopping process seamless and engaging. 

Augmented reality (AR) also elevates personalisation by enabling consumers to virtually try on products or see how furniture fits into their homes before buying. 

Examples of AI tools used by Ecommerce Platforms 

• Example Tools: Amazon Personalise, Google Recommendations AI 

• Purpose: Suggests products based on browsing behavior, purchase history, and preferences. 

Example Tools: IBM Watson, Salesforce Einstein, Microsoft Azure AI 

Purpose: Analyses customer data to forecast future buying behavior and personalise offerings accordingly. 

Example Tools: Prisync, Incompetitor by Intelligence Node 

Purpose: Adjusts prices in real time based on demand, customer segments, competitor pricing, and more. 

Example Tools: ViSenze, Slyce, Google Vision AI 

Purpose: Allows customers to search for products using images, enhancing personalisation by showing similar or related items. 

Example Tools: MonkeyLearn, Lexalytics, Clarabridge 

Purpose: Analyses reviews and social media content to gauge customer sentiment and improve product offerings or customer engagement. 

Example Tools: Klaviyo, HubSpot, Persado 

Purpose: Creates customized email content based on customer segments, previous interactions, and purchase patterns. 

The Future of AI-Powered Personalisation 

The future of AI-powered personalisation in eCommerce is set to deliver ultra-tailored experiences, creating a competitive edge for brands that prioritize innovation and customer satisfaction. AI is revolutionising how eCommerce platforms understand and engage with customers, making shopping more relevant, enjoyable, and effective than ever before. 

‘Advancements in AI’s natural language processing and machine learning will enable real-time, conversational commerce. This will allow businesses to more accurately predict the needs of their customers and create truly immersive and personalised experiences.’ Kobie McCardle - Marketing Director, Gear4Music 

Ai’s Impact on the Ecommerce Job Market 

 As AI automates routine tasks like data analysis, customer service, and inventory management, the focus of e-commerce work is shifting towards strategic and creative endeavours. 

This shift is not just about displacement but about creating new, high-value roles. With AI handling the heavy lifting of data processing, professionals are increasingly stepping into roles centered around strategic planning, brand management, and customer experience design. For instance, data analysts are evolving into data strategists, interpreting AI-driven insights to guide business decisions rather than sifting through raw data. Moreover, the AI revolution is spurring demand for new specialties such as AI specialists, machine learning. engineers, and AI ethicists. These roles are vital for ensuring responsible AI development, addressing issues like data privacy and algorithmic fairness. 

As AI technology progresses, the need for skilled professionals in these areas is surging, reshaping the e-commerce talent landscape. 

Strategically, e-commerce companies that embrace AI are gaining a competitive edge. By leveraging AI for predictive analytics, customer segmentation, and personalised marketing, these companies are better equipped to adapt to consumer demands and market trends, driving growth and profitability. 

‘There is an impact on the e-commerce job market as retail marketing generalists are now moving more towards channel specialists. I recently saw an advert for an AI Director within a Marketing function - which would not have existed a few years ago. Interestingly that role required ‘several years of AI experience’ and I fear that many marketeers may get left behind if they don’t quickly upskill and continue to upskill.’ Joanne wiggan 

Working with Forward Role 

Forward Role are trusted recruitment partners for high-growth brands, If you are looking for the brightest ecommerce talent to scale your digital team, get in touch with our experts. 

If you’re looking to make your next career move, you can browse our digital roles or get in touch to chat with the team about your career plans.