In recent years, the "dialogue" area of generative AI has been rapidly evolving, and it is now not only able to recognize natural language at a high level, but also to understand the intentions of the other person and respond based on the context of the previous and subsequent interactions.
The answers it gives are not mechanically unnatural, and it expresses itself in a natural, human-like way, leading to widespread adoption in a variety of industries. Conversational AI feels like it has finally crossed the chasm, but it has already begun to be used in the e-commerce field, where the hurdles to adoption are not very high due to the limited use of technical terminology and the fact that some mistakes are tolerated.
With the decision to abolish 3P cookies in 2024, and the need to quickly put alternative technologies into practical use, such as the Google Sandbox, contextual advertising, and the use of ZPD (zero-party data), there is growing expectation for conversational AI.
In Europe, GDPR compliance and messaging apps (WhatsApp) are strengths, and rule-based chatbots are equipped with AI to maintain context and achieve personalization without obtaining personal information.
The power of customer service is a major factor in running a brick-and-mortar store without having to "monitor customer behavior outside the store." E-commerce stores also need to return to the cardinal rule of customer service, only monitoring customers' behavior inside the store, and providing timely prompts and obtaining contact information when necessary are areas where conversational AI excels.
Currently, AI responses are conveyed only through text and voice, but in the future, customers and digital store clerks may be able to meet face-to-face, like through video chat, and proceed with the transaction while reading each other's facial expressions.
If generative AI could change the facial expressions of a digital store clerk to match the text of the response, or even detect the customer's facial expressions and reflect them in the response, the customer experience in C-commerce would improve dramatically.
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