Text by: Gabriel Gonzalez – BI & Analytics Specialist at Brivia_Group
With the transformative impact of AI agents on online commerce, technologies improve customer experience and operational efficiency.
Google Cloud Next 2024 revealed notable innovations in the field of artificial intelligence applied to e-commerce. Based on Vertex AI, virtual agents have been specially adapted to reinvent interaction in e-commerce. They are configured to improve the user experience, in addition to integrating and optimizing operational processes in an unprecedented way.
AI agents and the improved customer experience
At the heart of this transformation in online commerce are AI agents, designed to facilitate a personalized and engaging shopping experience. Able to help consumers find the perfect product, they use a deep understanding of users’ preferences to guide their choices, such as selecting an ideal dress for a given occasion, for example. In addition to increasing user satisfaction and engagement, this strategy increases conversion rates and customer loyalty, according to Google tests with Beta Test partners.
Multimodal information processing
One of Vertex AI’s most impressive capabilities, demonstrated continuously throughout the event and also materialized in agents, is multimodal information and data processing — which includes text, image, video and audio analysis. For e-commerce, this translates into more dynamic and rich interactions, with chatbots capable of processing and responding to visual and textual input simultaneously. This advancement allows for more natural and effective communication, bringing the online experience closer to human interaction.
Decision making and continuous learning
AI agents for ecommerce go beyond simply performing tasks: they learn from each interaction. This ability to make informed decisions and adapt behaviors based on previous feedback and interaction results enhances the effectiveness of agents over time. Thus, they are able to continually improve their recommendations and engagement strategies, which is essential to maintaining relevance and effectiveness in a fast-paced and changing commerce environment.
Integration with commerce platforms
The fluid integration of AI agents with existing digital platforms is critical to orchestrating functions as varied as inventory management, customer service, and personalized marketing. These agents function as central hubs in cohesive digital strategies for e-commerce businesses, connecting with other systems and agents to offer a unified and efficient digital strategy.
Practical example: Cymbal Store
A practical example demonstrated at various points in Cloud Next 2024 illustrates how an agent helps a user find a specific clothing item through combined video and text analysis. This use case highlights how they can be employed in real time to improve the shopping experience by quickly identifying and locating products that meet customers’ specifications.
The development and integration of Vertex-based AI agents, as demonstrated at the event, highlights Google’s commitment to enhancing the efficiency and personalization of customer interactions in e-commerce. Not only do they understand and process complex requests, but they also evolve their functionality over time, becoming fundamental assets for any online retail platform seeking to improve the quality of its service and operational efficiency.
By implementing these technologies, e-commerce companies will be taking a step further than simply following market trends. More than that: they help define them, moving towards a future where AI and customer service go hand in hand to create exceptional shopping experiences.
About Gabriel Gonzalez
With more than 12 years of experience in the digital market, Gabriel stands out as a leader in Business Intelligence in the advertising market, currently working as a specialist at Brivia_Group.
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